Boston -- Cable TV is going back to its marketing roots, signing the agency that created the “On Time Guarantee” campaign and other image spots in the early 1990s to design a major national ad push set to launch this fall.
As cable chiefs publicly criticized the industry’s marketing acumen at the CTAM Summit here last week, their marketing heads brainstormed at a closed-door meeting on the new national commercials being designed by New York-based ad agency Shepardson, Stern & Kaminsky.
SS&K founding partner Lenny Stern, who designed spots that compared cable installers to reliable Fed Ex and United Parcel Service drivers for the National Cable & Telecommunications Association’s On Time Guarantee campaign, said the spots would tout the benefits of cable such as video-on-demand while poking fun at satellite and telco competitors.
“What we’ve been asked to do and are in the midst of doing is developing work that will break through the clutter and grab people’s attention,” Stern said in an interview Friday. “Finding a compelling way to break through, make them pay attention, make them laugh, make them smile -- I think that’s what we’re attempting to do.”
In addition to designing TV spots, Stern said his firm will develop print ads, radio commercials and outdoor advertising materials for the campaign.
The Cable & Telecommunications Association for Marketing signed Stern’s firm after an agency review in February, CEO Char Beales said.
SS&K replaces Philadelphia-based Red Tettemer, which designed spots for the industry’s 'Only Cable Can' initiative that debuted last fall.