Time Warner Cable Wednesday announced the launch of its latest ad campaign,
themed, "Live in the Moment."
Executive vice president and chief marketing officer Chuck Ellis said this
new push -- emphasizing that consumers with digital cable and other services
have more control over the television-viewing experience -- is an extension of
the branding campaign themed, "Now, Anything's Possible," which broke last
The MSO said that initial campaign is valued at $15 million, but it did not
give an indication as to the worth of the latest phase. A spokesman would only
say the support will be "significant."
Viewers with access to the MSO's newest digital products and services will no
longer have to choose between living life and watching their favorite TV
programs, according to the campaign.
Media elements in the effort include humorous TV and radio spots,
cross-channel spots, direct mail and outdoor ads.
New York-based Shepardson, Stern & Kamnisky created the MSO's TV
campaign, which will break Monday in all of Time Warner's markets.
One spot, entitled "Roses," plays off the saying, "Stop and smell the roses,"
as it demonstrates that the MSO's new digital-video recorder enables viewers to
relax and get the most out of life.