Adweek’s Top 10 Commercials of the Week

Mother’s New Campaign for Optimum Is Completely MIDWULS

Mother New York made up a word, "MIDWULS," using the last seven digits of Optimum's phone number, and created an integrated campaign around it. MIDWULS, we're told, is "that incredible feeling that comes when you get a great deal on TV, phone and Internet" by signing up with Optimum.

Adweek’s Top 10 Commercials of the Week

Ad of the Day: Optimum

You people have caused Michael Bolton no end of misery, and I just hope you're happy.Mother's new spot for Optimum features good sport Bolton giving his dog a bath, jumping on a trampoline and rocking out in his amps-only living room while people like you—who make me sick, you're so inconsiderate—keep calling him and calling him.

Matt Lake Heads to Cablevision as SVP of Branding and Creative

Cablevision is bringing in former Brooklyn Brothers principal Matt Lake to the role of svp of branding and creative. Lake will oversee development and creative execution of the MSO's various branding strategies, with an initial focus on Cablevision's Optimum products and services.

Cablevision Selects Finalists in Optimum Creative Review

Four shops have advanced to the final round of Cablevision’s search for an agency to craft image ads for its Optimum brand. This week, Cablevision executives will brief the shops. Final presentations are slated for late March.

Cablevision’s Optimum Seeks ‘Voice’ in Creative Search

Product-focused, transaction-orientated advertising apparently isn’t moving the needle enough for Cablevision’s Optimum brand.