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Vonage is trading testimonial ads for a character-driven approach.
In the first campaign from new agency JWT, the online phone service today introduces a wild-haired man on the street who, in an opening salvo ad, calls for a different kind of phone company.
“Your phone company is living in the Stone Age: barbaric pricing models, outdated technology,” the man bellows to no one in particular on a New York City sidewalk. “What we need is a company that connects us with generosity.”
The message resonates with a thirtysomething guy in a blazer within earshot, who says, “We should talk.”
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