Verizon has launched a brand advertising campaign that includes direct response TV ads.
The campaign—which uses the tag line: “Make progress every day”–debuted Sunday night in TV ads in nine major U.S. markets. Three branding commercials, one 60-second spot and two 30-second spots, will rotate over the next few weeks, the company said.
The direct response TV campaign runs parallel with the branding ads and focuses on selling the New York-based company’s consumer products, DSL service and business services using an 800 number as a response mechanism. The DR ads were developed by Draft Worldwide, a division of The Interpublic Group of Companies.
Lowe New York, also a division of The Interpublic Group of Companies, produced the corporate brand campaign. La Agencia de Orci & Associados, Los Angeles, Ad Asia Communications, New York and Burrell Communications Group, Chicago, created advertising for Verizon’s Hispanic, Asian-American and African-American audiences respectively.
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