This May Seem Like a Typical Quarantine Ad

Since the beginning of the coronavirus crisis, consumers have been hit with a steady stream of “heartfelt” and maudlin ads. Indeed, one would expect that the gravity of the moment in history demands a more somber approach. Yet the revolving door or sparse music, empty cities and predictable verbiage has veered Covid-19 advertising into its own category. Things are changing, but one may believe that it's more of the same when watching the beginning of the latest work from Cox Communications from agency 180LA. Additionally, sitting through three minutes of video could be a big ask for people already jaded and drained by quarantine advertising. However, pretty quickly, it’s clear that this is an ad of a different stripe. The familiarity of the setup makes way for incredibly emotional moments. [kickout id="1"] “One Call a Day” showcases the telecom’s outreach program where a Cox employee volunteers to call a senior in need. It’s a simple gesture that offers encouragement, support and human connection. Fifty employees have joined the program and, judging from the sense of relief from call recipients, it has been very successful. “With seniors being highly susceptible to the virus and being lonely already with distance from their family and peer groups, we wanted to help,” said 180LA ecd Mike Bokman. “Human connection is important now more than ever, and we hope this work inspires others to reach out to someone in their own lives, especially now.” In addition to the film about the internal program, Cox also released a second video about virtual senior centers—a lifeline of connection in normal times—that the brand created. The joy of the members of the Oasis Senior Center in San Diego, reunited virtually, shows the importance that connection has for seniors. [kickout id="2"] “We see it every day. We’re feeling it now in a socially distant world,” said Rachel Negretti, director of brand strategy and new media at Cox. “These campaigns are about bridging that connection at a time when it’s needed, now more than ever.” CREDITS: Agency: 180LA Agency Location: Playa Vista, Calif. Chief Creative Officer: Al Moseley Executive Creative Director: Mike Bokman Group Creative Director: Jason Rappaport Creative Directors: Brian Farkas and Tylynne Mccauley Copywriter: Emma Zakes Green Senior Art Director: Elizabeth Lay Head of Production: Bryan Sweeney Director of Account Services: Megan McDonnell Senior Account Manager: Morgan Theis Strategist: Mauricio Barreda Production Company: M ss ng P eces Director: Josh Nussbaum Executive Producer: Kate Oppenheim, Brian Latt, Ari Kuschnir, Dave Saltzman and Edward Grann Editorial Company: Cabin Editing Company Editor: Isaac Chen OCAD and Scott Butzer VSC Audio Record & Mix: Lime Rohan Young Color Grade & Online: MPC Ricky Gausis

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This May Seem Like a Typical Quarantine Ad—Until It’s Not

Cox surprises with a powerful spot about isolation

Doug Zanger

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Doug Zanger