Wieden + Kennedy Waxes Metaphorical in First Full Campaign for Verizon

Verizon recently surprised many in the agency world by signing Wieden + Kennedy as its newest creative partner without launching a formal review. And this week, after introducing a sleeker logo, America's leading wireless provider debuted "Better Matters," the first full campaign from the agency. The theme of this work is ambitious and suggests only Verizon can fully deliver on "the promise of the digital world." Its central analogy, illustrated with a series of colorful metaphors in a dozen ads from W+K's creative team, holds that a higher-quality network leads to a better quality of life, especially when it comes to everyday convenience. One scene in the first ad highlights a frustrated man whose wireless connection "only works in one corner of the house." The message is clear: Verizon's product is simply better than its competitors. Regarding the launch spot, Wieden + Kennedy creative directors Aaron Allen and Jason Kreher told Adweek via email, "Everyone in this category has invented a claim to make it sound like they are the best. But when you are the leader like Verizon is, you have the opportunity to talk to people on a higher level. It was important to us to rise above the bickering of this category and stand for something bigger." The next set of :30 ads elaborates on that theme with an assortment of self-described experts, who let consumers know exactly how a "better" network operates compared to inferior rivals. In "Scuba," a French instructor compares the flow of wireless data to that of oxygen through a series of tubes. (Note the all-important "do not attempt" disclaimer.) Next, a woman who may be a little too passionate about her juicing hobby elaborates (in her own unnerving way) on the benefits of Verizon's 100 percent LTE or "long-term evolution" technology. In the following spot, an unnamed high schooler joins forces with Spandau Ballet to compare Verizon's ultra-reliable network to the untouchable magnetism of ultimate 80s couple Corey and Samantha, who always seem to attract attention without even trying. Another spot invokes Wall-E in answering an eternal question: What is a cartoon door without a group of animated, lemming-like humanoids trying to squeeze through it? Following that star turn, the campaign uses several other inanimate objects and a paper lizard in a series of :15 spots. First comes the abnormally large basketball hoop. An hourglass can also do the job with a little help from its archenemy, the cylinder. What better way to explain how data (or, in this case, liquid) moves most effectively from one point to the next by traveling in a straight line than with a crazy straw? The next take is particularly topical given McDonald's newfound dedication to cage-free eggs. Just like this lizard and its paper tail, Verizon always has a backup generator ready in case things start to go wrong. Finally, as if to cover all possible bases, the campaign turns to two star athletes for their own versions of the operative metaphor. Backup Saints quarterback Luke McCown brings a new perspective (literally) to the smartphone experience, while Texans defensive end and Men's Health cover model J.J. Watt keeps working hard, even when no one can see him doing it. If a tree falls in the forest, J.J. Watt definitely makes a sound. The larger claim—which is impossible for anyone with a pulse to miss—is that Verizon's network allows for a more unencumbered flow of data than those of its competitors. With Sprint focusing on price as a differentiator and AT&T releasing ads to highlight its recent merger with DirecTV and its efforts to curb the texting-while-driving epidemic, Verizon hopes that this message will resonate with consumers who rely on that all-important wireless data in almost every moment of their lives. The new campaign and logo are part of an extended attempt to plot the present and future course of a company that would like to be all things to all people, including AOL members. Svp of brand creative marketing Melissa Garlick says, "Instead of trying to talk to different types of people all at once, we found a dozen different ways to explain how Verizon has a better network, and why better matters." Creative directors Allen and Kreher echoed that message, telling Adweek, "The challenge was explaining some pretty dry facts in a way that would resonate." The varied nature of this campaign "ensured that production would be a huge challenge, but it resulted in a ton of good work that helps Verizon stand out from the competition." The ads above are not W+K's first work for Verizon. Some of the agency's spots released earlier in the summer—like this one starring a very sad dog—focused more on the economics of Verizon's service package. But the "Better Matters" campaign will be the client's most notable marketing effort, with ads airing during this fall's biggest events including NFL and college football games throughout the coming season. While Verizon still includes mcgarrybowen, which created recent wireless campaigns starring James Franco, on its agency roster, Wieden + Kennedy's tenure as the company's lead creative partner effectively begins with this campaign. CREDITS Client: Verizon Title: "Better Matters" Agency: Wieden + Kennedy Portland Creative Directors: Aaron Allen, Jason Kreher Copywriter: Alex Romans, Nathaniel Lawlor Art Director: Tim Semple, Ruth Belloti Producer: Hayley Goggin, Endy Hedman Strategic Planning: Amber Higgins, Anibal Casso Media/Comms Planning: Kelly Muller, Kelsey Dean Account Team: Trish Adams, Diana Gonzalez, Marcelina Ward Business Affairs: Anna Beth Nagel, Laura Caldwell Project Management: Liza Robbins Executive Creative Directors: Joe Staples / Mark Fitzloff Head of Production: Ben Grylewicz Production Company: Arts & Sciences Director: Matt Aselton Executive Producer: Marc Marnie Line Producer: Zoe Odlum Director of Photography: Toby Irwin Editorial Company: Joint Editorial Editor: Tommy Harden Post Producer: Jen Milano Post Executive Producer: Leslie Carthy VFX Company: The Mill 2D Lead: Robin McGloin 2D artists: Scott Wilson, Alex Candlish, Jeff Langlois Lead Design+Animation: Justin Sucara Senior Executive Producer: Sue Troyan Pr VFX Producer: Kiana Bicoy Production Coordinator: Jillian Lynes Composer: Alison Ables Sound Designer: Noah Woodburn Mix Company: Eleven Mixer: Jeff Payne Producer: Suzanne Hollingshead Title: "Door," "Lizard," "Egg" Agency: Wieden + Kennedy Portland Creative Directors: Aaron Allen, Jason Kreher Copywriter: Claire Wyckoff (Door, Lizard); Matt Skibiak (Egg) Art Director: Chuck Carlson (Door, Lizard); Nicole Blauw (Door, Lizard); Nate Nowinowski (Egg) Producer: Jennifer Hundis, Felicia Glover Strategic Planning: Amber Higgins, Zack Jerome Media/Comms Planning: Kelly Muller, Kelsey Dean Account Team: Trish Adams, Diana Gonzalez, Marcelina Ward Business Affairs: Laura Caldwell (Door); Anna Beth Nagel (Lizard, Egg) Project Management: Liza Robbins Executive Creative Directors: Joe Staples / Mark Fitzloff Head of Production Ben Grylewicz Production Company: Buck Director: Ryan Honey (Door, Lizard, Egg); Kevin Walker (Door); Gunnar Pettersson (Lizard); Jenny Ko (Egg) Executive Producer: Maurie Enochson Line Producer: Matt Squires (Egg) Director of Photography: Jonpaul Douglass (Egg) Editorial Company: Buck Editor: Buck Post Producer: Emily Rickard Post Executive Producer: Maurie Enochson VFX Company: Buck VFX Supervisor: Doug Wilkinson (Door, Lizard, Egg); Alex Dingfelder (Lizard) VFX Producer: Emily Rickard Music+Sound Company: Mutato + LIME Composer: Mark Mothersbaugh Sound Designer: Rohan Young Song: "Blissful Driving Experience" Producer: Natalie Montogomery Music+Sound Company: Pivot Sound Designer: Rohan Young Producer: Susie Boyajan/Guy Amitai Mix Company: LIME Mixer: Rohan Young Producer: Susie Boyajan Title: "Backup QB," "Juice," "It Couple," "Scuba" Agency: Wieden + Kennedy Portland Creative Directors: Aaron Allen, Jason Kreher Copywriter: Brooke Barker (Backup QB, Juice, It Couple); Alex Romans (Scuba) Art Director: Susan Land (Backup, QB, Juice, It Couple, Scuba); John Dwight (Scuba) Producer: Shannon Worley, Felicia Glover Strategic Planning: Amber Higgins, Zack Jerome Media/Comms Planning: Kelly Muller, Kelsey Dean Account Team: Trish Adams, Diana Gonzalez, Marcelina Ward Business Affaires: Teresa Lutz Project Management: Liza Robbins Executive Creative Directors: Joe Staples / Mark Fitzloff Head of Production: Ben Grylewicz Production Company: Imperial Woodpecker Director: Stacy Wall Executive Producer: Doug Halbert Line Producer: Terri Shafirov Director of Photography: Ellen Kuras Editorial Company: Rock Paper Scissors Editor: Grant Surmi Assistant Editor: Ben Reesing Post Producer: Ashley Bartell Post Executive Producer: Angela Dorian VFX Company: a52 Lead Flame Artist: Andy Bate, Stefan Gaillot Flame Artist: Matt Sousa Flame Assistant: Gabe Sanchez Post Producer: Zach Wakefield Music+Sound Company: Original music by Human Producer: Jonathan Sanford Music+Sound Company: tonefarmer Composer: Jimmy Harned Producer: Liz Higgins Sound Company: Lime Studios Sound Designer: Dave Wagg Assistant: Adam Primack Producer: Susie Boyajan Mix Company: Lime Studios Mixer: Zach Fisher Producer: Susie Boyajan Assistant: Kevin McAlpine Title: "Hourglass," "Basketball," "Straw" Creative Directors: Aaron Allen, Jason Kreher Copywriter: Claire Wyckoff, Alex Romans (Straw) Art Director: Chuck Carlson, Nicole Blauw, Robbie Rane (Straw) Producer: Jennifer Hundis, Erin Goodsell, Felicia Glover Strategic Planning: Amber Higgins, Zack Jerome Media/Comms Planning: Kelly Muller, Kelsey Dean Account Team: Trish Adams, Diana Gonzalez, Marcelina Ward Business Affairs: Anna Beth Nagel Project Management: Liza Robbins Executive Creative Directors: Joe Staples / Mark Fitzloff Head of Production: Ben Grylewicz Production Company: Hornet Director: Lernert & Sander Executive Producer: Hana Shimizu Line Producer: David Marks Director of Photography: Aaron Platt Editorial Company: Hornet Editor: Anita Chao Post Producer: Desiree Stavracos Post Executive Producer: Hana Shimizu VFX Company: Hornet VFX Supervisor: Arman Matin VFX Producer: Desiree Stavracos Music+Sound Company: PIVOT, Barking Owl Composer: Pivot + Barking Owl Producer: Guy Amitai Mix Company: LIME Producer: Susie Boyajan Title: "The Network of J.J. Watt" Agency: Wieden + Kennedy New York Executive Creative Directors: Mark Fitzloff, Joe Staples Creative Directors: Sean McLaughlin, John Parker Creative Directors: Aaron Allen, Jason Kreher Creative Directors: Stuart Jennings, Caleb Jensen Copywriter: Eric Helin Art Director: Erwin Federizo Head of Content Production: Nick Setounski Broadcast Producer: Orlee Tatarka Digital Producer: Mutaurwa Mapondera Print Producer: Kristen Althoff Print Traffic Coordinator: Shane Thompson Studio Manager: Jill Kearton Brand Strategist: Marshall Ball Account Team: Trish Adams, Samantha Wagner, Kristen Herrington, Jasmine Cogdell Media Director: David Stopforth Communications Planners: Courtney Bernstein, Kelsey Dean Project Manager: Alex Doomany Broadcast Traffic Director: Sonia Bisono Broadcast Traffic Manager: Carolina Hernandez Business Affairs Managers: Patrick O'Donohue, Lindsey Timko Production Company: Arts & Sciences Director: Matt Aselton Executive Producer/COO: Mal Ward Executive Producer: Marc Marrie Line Producer: Zoe Odlum Director of Photography: Ulrik Boel Bentzen Editorial Company: Arcade Editorial Editor: Jeff Ferruzzo Post Producer: Lauren Cancelosi Editorial Assistant: Mark Popham VFX Company: The Mill VFX Flame: John McIntosh and Molly Intersimone Producer: Clairellen Wallen, Georgina Castle Telecine Company: The Mill Colorist: Fergus McCall Mix Company: Sound Lounge Mixer: Glen Landrum Music: Able Baker

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Wieden + Kennedy Waxes Metaphorical in First Full Campaign for Verizon

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