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Verizon Touts Broadband

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NEW YORK Mcgarrybowen has launched a campaign for Verizon Communications that trades in a family sitcom approach for more straightforward, product-benefit fare. The new effort, which includes TV spots, print ads and an online component, repositions Verizon as a broadband company and introduces the theme, "Richer. Deeper. Broader."

One spot depicts a boy on a bicycle delivering a newspaper to a suburban home. Before long, the boy becomes part of a flock of children on bikes, tossing everything from papers and compact discs to a film reel and video game console. "Every day Verizon Broadband—the world's most advanced network—delivers a fresh edition of the accumulated wit and wisdom of the known universe," a voiceover explains. "It's more than news, it's illuminating."

The spot ends with the on-screen line, "Richer. Deeper. Broader," which disappears to reveal a tagline previously associated with Verizon Wireless: "We never stop working for you." There are six spots in all and an equal amount of print ads, according to the client. The campaign broke this week.

A budget was not disclosed. Last year, Verizon Communications spent more than $400 million in major measured media, according to Nielsen Monitor-Plus.

The New York shop's previous campaign centered around a multi-cultural family called "The Elliotts" and featured services such as Verizon DSL. The old tag was "Make progress every day." In January the company decided to use "We never stop working for you" across all advertising, be it for the communications or wireless division, a representative said.

The online component, created by Interpublic Group's R/GA in New York, consists of video banners and rich media that depict real people and direct users to www.richerdeeperbroader.com, which Verizon describes as a "interactive community of broadband enthusiasts from all walks of life." Ads targeting African Americans and Hispanics were created by Burrell Communications in Chicago and La Agencia de Orci & Asociados in Los Angeles, respectively.