Doner launched a new integrated campaign for Cox Communications, which shows how the brand can help viewers “Get Right to the Good Stuff” with its new Contour service.
The 30-second spot of that title highlights Contour features like its voice-controlled remote and predictive search. “Speak,” opens the voiceover as a woman says “Drama” into the remote and is instantly presented with an array of dramatic choices. “Find, feel” the voiceover goes on as she makes a selection and is then seen crying. The format continues as other viewers search for horror and comedy selections, accompanied by quick cut visuals with saturated color hues showing viewers’ (somewhat overwrought) reactions. “This is the all-new Contour from Cox,” the spot concludes with a shot of the Contour box, followed by the tagline.
While the quick cuts and single-word voiceover approach of the spot seems a bit tired, the spot still does an adequate job of showing how the voice-controlled remote feature in action can help viewers find what they’re looking for more quickly than endlessly scrolling through categories with other services. The predictive search is alluded to in the ease of viewers selection, but not addressed as clearly, perhaps something Doner will feature more directly in future spots. The campaign is rolling out nationally in areas where Cox broadcasts, with elements including print, OOH and digital supporting the broadcast spot.
Credits:
Client: Cox Communications
Agency: Doner
Lisa Nardone, EVP, Brand Leadership
Christie Fromm, VP, Brand Leader
Beth Ellis, Brand Leader
Katie Gonta, Senior Account Executive
Rob Strasberg, Co-CEO, Chief Creative Officer
Chuck Meehan, EVP, Executive Creative Director
Dan Margulis, SVP, Group Creative Director
Steve Osterman, VP, Group Creative Director
Alison Taubman, EVP, Strategic Planning
Sheryll Kollin, SVP, Director of Business Affairs
Alex Page, Senior Producer