Vonage Reverts to In-house Ad Production

NEW YORK Broadband-telephone service provider Vonage this weekend will break its first television spot since parting ways with Gardner Nelson & Partners in December.

The spot, featuring rocker Jon Bon Jovi, announces Vonage’s partnership with the performer’s Arena Football League team, the Philadelphia Soul, to raise money for Project Rainbow, a transitional housing program for homeless women and their children.

In the commercial, Bon Jovi sits against a backdrop of black-and-white images of homeless women and children who have benefited from Project Rainbow. Vonage produced the spot in-house, as it did with other ads prior to partnering with GN&P in New York. The client does not plan to continue creating advertising internally, a company representative said.

The campaign, which includes a radio spot, will launch at the end of February on UPN and continue to air throughout the AFL season on local Philadelphia TV and radio outlets.

The Edison, N.J.-based client provides telephone service over broadband Internet lines.