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“They can’t. We do”is the mantra driving McKinney & Silver’s rebranding effort forbroadband telecommunications pro-vider XO.
The Raleigh, N.C.-based agency’s first campaign for XO—for-merly known as Next-link Communications, which merged with Concentric Network earlier this summer— employs TV, print and direct mail. It is ex-pected to run through the fourth quarter.
Four irony-filled, 30-second TV spots revolve around the fictitious “Charles Gaines,” CEO of a competing telecom, who wants to outdo XO in performance and customer service.
“Gaines is the stereotypical executive out of touch with the real workings of his company,” said McKinney copywriter John Guynn.
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