Qwest 'Rides The Light'

The Focus Agency here takes a sometimes over-the-top approach to promoting long-distance service in its first campaign for Qwest Communications of Denver.
The initiative, supported by an estimated $25 million budget, breaks today in unspecified major markets and will expand throughout the year.
The two-pronged campaign features four 30-second television commercials, with supporting radio and print ads.
One set of ads strikes a familiar tone, explaining how Qwest created a new fiber optic network to compete with the “Big Three long-distance companies.”