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Doner is changing its approach for Cox Communications from humorous to heartfelt in a campaign that breaks this week.
The campaign intro duces the tagline, “Your friend in the digital age.” Doner’s last work for the client, which broke nearly a year ago, did not include a tagline and focused more on the company’s products, said John Sloan, executive vp and account management director at the Southfield, Mich., agency.
The new spots focus on service and attempt to highlight ways the company purports to offer better technology.
“The new positioning defines what makes Cox different,” said Joe Rooney, Cox senior vp of marketing, in a statement.
The TV portion includes a 60-second ad and five 30-second spots.
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