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Verizon wants to put a human face on next-generation wireless speeds with a new campaign that spotlights how 5G service can bring more surgical precision to cancer treatments.
The main 30-second spot, set to air during the first game of the NBA Finals tonight, spotlights a partnership between the carrier and medical startup Medivis, in which the latter is tapping Verizon’s 5G service to power its holographic visualization tech for surgeons.
The campaign, which also includes two other ads focusing on Medivis co-founder Chris Morley’s mother’s battle with cancer, is the latest installment in an ongoing advertising push meant to bring an emotional touch to an offering often viewed by and marketed to consumers as a drab utility.
“With our campaigns, we always strive for ways to humanize the technology, even more so with 5G,” Verizon’s chief creative officer, Andrew McKechnie, told Adweek in an email.