Lowe Lintas Bows Campaign for Verizon

NEW YORK–In its first campaign for Verizon Communications, Lowe Lintas & Partners has produced five TV spots that tout the Verizon?s “simple” long distance plans and “fair rate promise,” the company said. The spots, which broke this week, bow the tagline, “It’s your life. It’s your call.”

Previous Verizon Communications ads employed the tag, “How to get life done.”

The campaign also includes print ads and direct mail. Sister Interpublic Group shop Draft Worldwide, New York, handles direct duties.

Verizon, which in the past used a stable of roster shops, consolidated its ad duties at Lowe Lintas in the spring (Adweek, April 9). At the time, billings were estimated at $300-400 million.

Some of the TV spots run 60 seconds; others last 30 seconds. One 60-second spot features jazz musicians Marian McPartland and Eric Reed.

Three spots will run in eight markets, including New York, Los Angeles and Boston. The print ads and direct mail also will appear in spot markets. Media duties are handled by Zenith Media in New York.