McCann NY Gets Out of the Past for Verizon FiOS

By Erik Oster 

Rashida Jones stars in McCann New York new campaign promoting Verizon FiOS’ custom TV package, alongside her real-life friends and family.

The campaign, entitled “Get Out of the Past” positions Verizon’s competitors as out of touch with modern times, which it illustrates with scenes of Jones and company dealing with unwanted channels, slow loading times and buffering. In the 30-second broadcast spot “Why” (above), Jones is hanging with real-life friend Joey Slotnick, who she asks, “Why are we watching this again?” to which he replies, “I pay for all these channels so I make myself watch them all.” Jones decides she’d rather watch anything else and changes the channel, only to find something worse. The duos chemistry, and especially Jones’ comedic delivery, really bring the ad together. The campaign also includes a series of pre-roll ads proposing ideas for “Fun Things to Do During Buffering,” such as “Knitting” and “Origami,” as well as one in which Jones bails on movie night when it turns into puzzle night due to slow loading times. A series of new spots, which will launch over the next month, will feature Jones visiting comedian friends Vicki Davis and Jason Antoon, as well as her mother, Peggy Lipton.



Agency: McCann NY
Eric Silver – Regional Chief Creative Officer, NA
Sean Bryan – Co-Chief Creative Officer
Tom Murphy – Co-Chief Creative Officer
Chris Mitton – Executive Creative Director
Caprice Yu – Executive Creative Director
Jillian Goger – Group Creative Director
Matt Swinburne – Creative Director
Nathy Aviram – Chief Production Officer
Michele Ferone – Director of Verizon TV Production
Bryan Litman – Senior Producer

Steve Zaroff – Managing Director
Devin Reiter – Executive Account Director
Olivia Heeren – Group Account Director
Dave Ashley – Account Director
Abby Brewer – Account Supervisor
Debbie Gleason – Broadcast Business Manager

Production Company: O Positive
Director: Jim Jenkins
EP – Ralph Laucella
Line Producer/ EP  Marc Grill
Edit House: Big Sky
Editor: Chris Franklin
Color: CO3 with Stefan Sonnenfeld
Audio House: Sonic Union
Mixer: Paul Weiss
DP: Ellen Kuras