Quick Turnaround For Verizon Spot

A week after $300 mil. account win, McCann debuts new work

McCann Erickson today breaks the “Test Man” spot that Verizon Wireless approved last Monday during the agency’s winning pitch for the $300 million business.

The client said McCann’s creative for a new, undisclosed offering helped the agency hold on to the account against Havas-owned finalist Arnold in Boston. And as steward on the business since February, when Verizon Wireless split with IPG’s Lowe, “McCann did a great job in demonstrating all of its capabilities and how they would execute creative across various disciplines,” noted vp of advertising Marvin Davis.

In the new 30-second commercial, Test Man is shown without his phone, waiting nervously in an office-building lobby. An attractive woman comes out of the ladies room, hands him a cell phone and says, “Works fine.”

A male voiceover says, “When you’re testing the largest, most reliable network in the nation, you can’t let anything stop you.” Test Man dials the phone and asks, “Can you hear me now?”

The concept was presented and approved in early April, said Eric Keshin, McCann North America regional director, who led the pitch with New York chairman and chief creative Nina DiSesa and group managing director Thom Gruhler, who will run the account.

Universal McCann was awarded media planning duties. Publicis Groupe’s Zenith Media continues to handle media buying.