NEW YORK Cablevision this week launched the first of three spots by Gardner Nelson Partners for its iO interactive optimum digital cable service. It is the first work from the New York shop since winning the account in February.
The spot, which focuses on the array of programming offered through iO, features a fictional Congressman Beekins who holds the floor hostage during a filibuster. While his fellow representatives doze, Beekins reads from the elephantine list of channels iO makes available. Upcoming executions will focus on other benefits of iO, including on-demand viewing and high-definition programming.
The service competes primarily against satellite television providers, though ads target current customers who have not yet updated to the digital service and households without cable as well, a client spokesman said. Radio and print will eventually roll out as well, he said.
The ads are running on Cablevision's owned media, as well as on broadcast TV. Campaign spending was not disclosed.