Verizon Wireless's value, network capabilities and customer service are the cornerstones of the first ads from Hill, Holliday, Connors, Cosmopulos in New York.
A TV spot, which broke recently, and two print ads are part of the estimated $50 million Northeast retail campaign. In the spot, a voice over and screen copy tout free weekend airtime and free long distance for the telecom's customers, as a couple chats and flirts over the phone. At the end, it becomes clear that the duo resides in the same house.
"We were trying to focus on how broad and generous the value in Verizon plans are," said Laurel Rossi, evp, strategic integration officer at the shop, which won the account in No vember. "The fact that you would consider using your mobile phone to communicate at home was the focal point."
Two print ads, running nation ally and locally in New England and New York papers, show red, white and black type in grey and white blocks. One ad shows an enrollment promotion; the other focuses on Verizon's network capabilities. There is no tagline, but both ads bear the copy, "Simple, affordable, national."
Other print and TV spots are scheduled to break in early spring.
The shop competed for the account last year against agencies that included Berenter Greenhouse & Webster and Lowe Lintas & Partners, both New York.