Cox Goes for Laughs

Doner’s first ads for Cox Communications take a humorous approach in urging people to change their communications provider.

The Southfield, Mich., shop’s effort is retail-oriented, but sets the tone for an integrated brand campaign due in late August or September, said Dena Malsom, director of creative services and branding at Atlanta-based Cox.

“This campaign has an energy level we’ve not reached before,” said Malsom.

Doner won the client’s $20 million account in March, besting Trone in Greensboro, N.C., and Atlanta,Martin/Williams of Minneapolis and Cramer-Krasselt in Chicago. Incumbent BBDO South in Atlanta resigned the business after landing Cingular Wireless’ $250 million advertising account.

Doner’s debut effort includes TV, radio, newspaper and direct marketing, said John Sloan, Doner’s executive vice president and account management director.

Eight 30-second TV spots feature different Cox offerings, including digital cable, high-speed Internet and mobile telephone services.

Five of the spots broke June 5 and three will roll out in July. The ads will run on Cox cable outlets as well as spot TV buys on other stations in the 28 markets that the company services.

Each commercial opens with a vignette exaggerating a situation involving Cox. In one, a group of children ignore an ice cream truck, but upon seeing a Cox Communications vehicle, run after it screaming, “The high-speed Internet man! The high-speed Internet man!”