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“They can’t. We do”is the mantra driving McKinney &Silver’s rebranding effort forbroadband telecommunications provider XO.
Formerly Next-link Communications, which merged with Concentric Network, XO has assembled a fiber optic and wireless broadband network in nearly 50 U.S. cities.
The Raleigh, N.C.-based shop’s advertising campaign, which includes broadcast, print and direct mail components, is expected to run through the fourth quarter.
Four irony-filled, 30-second spots are airing on CNN, CNBC, MSNBC, ESPN and The Weather Channel, plus NBC’s Today Show and ABC’s Good Morning America.
Print efforts are scheduled to appear in The Wall Street Journal, The New York Times and other major dailies in Chicago, Dallas, Denver, Los Angeles, Miami and Washington, D.C.
Shot in Vancouver and Toronto, Canada, the television spots revolve around the fictitious “Charles Gaines,” chief executive officer of a competing telecom company determined to outdo XO in performance, availability and customer service.
“Gaines is the stereotypical executive out of touch with the...
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