Doner Goes for Laughs in Shop’s Debut for Cox

Doner’s first work for Cox Communications takes a humorous approach to motivate people to consider a change in their communications provider.

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

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

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

Doner’s debut effort includes TV, radio, newspaper and direct marketing, said John Sloan, executive vice president and account management director at the agency. Eight 30-second TV spots feature different Cox offerings, including digital cable, high-speed Internet and digital telephone service. Five of the spots broke June 5 and three will roll out in July.

The spots will run on Cox stations as well as spot TV buys on other stations in the 28 markets the company services.

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