XFINITY wanted to raise awareness that DirecTV’s “Big Deal” isn’t always as great as it seemed. So we created a professional defender (Brian Urlacher, Chicago Bears all pro Linebacker) to go wherever he is needed to protect people from bad deals.
Cox was my first telecom client and my first assignment as a writer. This shoot and casting process was an extremely fun one and remains my all-time favorite. The idea was simple. Cox’s offerings are so great everybody should like them…except these extreme niches that don’t. So, we thought we’d conduct some focus groups to find out why these people just won’t switch to Cox.
The manifesto the account team wrote up was all about “information overload”. In a field where every offering from every company seems to be the same, how do we convince people that XFINITY really is next level and actually does give you more for your money? By building a super elaborate test facility in a mall, putting the latest and greatest from XFINITY into the hands of our competitor’s customers and letting them experience X1 first hand.
X1 Challenge with Chris Hardwick
In X1 Demo we showed people the latest from XFINITY, but we wanted to evolve that campaign and really make in more of a competition. To do this we enlisted the help of tech and pop culture guru (and host of a million shows) Chris Hardwick. Chris hosted the X1 Challenge for us, a bus tour that went all around the country having real competitor customers do a blind side by side comparison of two entertainment providers. When people saw how much easier, advanced and more fun XFINITY was, they wanted to switch on the spot. The X1 Challenge was all about one thing, don’t take anyone else’s word for it, experience X1 for yourself.
XFINITY Game Changer
XFINITY is your home for the most live sports. And because of that XFINITY can take any fan and turn them into a professional sports…watcher. In this campaign, we elevate the art of watching sports and celebrate every day fans in a high gloss, ESPN worthy, player profile.
XFINITY Mover’s Edge
People hate moving. But even more than that. People hate HELPING people move. Throughout this campaign we exploited that universal truth in increasingly humorous ways. All the while setting up XFINITY as the hero who WILL help make your move smoother, by keeping you connected throughout this process and giving you one less thing to worry about.
They say write what you love, so my time spent on the DelTaco account was amongst my favorite as a copywriter. The premise here was to shine a light on other value meals…maybe they aren’t the super value we all thought they were? In this spot, when one customer learns the truth, he isn’t relieved to have an affordable option, he’s furious for all the years he’s been duped.
Through some friends, I had the chance to do some freelance writing for SyFy, an opportunity that appealed to my many geeky interests. For SyFy I wrote lots of internal stuff, bumpers and even a tweet or two, but the coolest assignment I got was to create this co-branded spot for SyFy’s upcoming show “Defiance” and the USA hit “Psych” where characters from both shows meet each other in a sort of cable TV break room. Though I didn’t get to attend the shoot for this one, I was pleased to see in the final product not one word of my script had been changed or omitted.
When it’s time for the Holidays, new tech is always at the top of everyone’s wish list. But that new tech needs a top of the line service to make sure it’s the best it can be. In this campaign, we showed that getting a new phone or iPad is just the beginning, it’s XFINITY makes them the best they can be. Plus, XFINITY can even make your old toys feel new again.
XFINITY gives people access to millions of WiFi hotspots nationwide included with their Internet service, so we created a spot to show people no matter where they go, XFINITY WiFi is all around them.
ThesePeople is a side project I started with some friends back in Detroit and continue to work on whenever I have time. During the initial boom of Internet videos in the mid-00s we created sketch comedy that was featured literally everywhere. YouTube, CollegeHumor, NBC.com, Yahoo!, MySpace and so on. I think for any “Ad Person” you have to have an outlet with no client comments and no filter. Just let your creative juices flow and see how people react to it. ThesePeople were lucky enough to have people react favorably with millions of views, thousands of subscribers and even an appearance on a reality TV show.