Looking to raise the profile of its billion-dollar business services division, Cox Communications launched an ad campaign featuring major U.S. landmarks such as the Hoover Dam and narrated by actor Sam Neill.
The three TV spots in the "Landmarks" campaign show the Hoover Dam, Golden Gate Bridge and Northern California's Muir Woods to connote the "flexibility, strength and reliability" of the Cox Business portfolio of telecommunications services for business customers.
The first of three TV ads, with the Hoover Dam, began airing in Cox markets nationwide this month. The spots were directed by Jesse Dylan, son of singer/songwriter Bob Dylan. The other two ads will air in Cox markets in April and June.
Neill, the New Zealand actor best known for his leading turn in 1993's Jurassic Park, is "a compelling spokesperson who embodies the intelligence, confidence and trustworthiness of our brand," said Joe Rooney, Cox's senior vice president of brand marketing, advertising and social media. The ads have "stunning backdrops that communicate our key attributes in a memorable way."
Cox director of media relations Todd Smith said TV ad buys will vary market by market but will include a variety of broadcast and cable networks.
Cox began serving business customers in 1993 and formally established the Cox Business unit in 2000. It now provides voice, data and video services for more than 260,000 small and regional businesses and in 2010 generated more than $1 billion in revenue.
The TV spots in the campaign can be viewed on YouTube here, here and here.
The campaign, which also includes print and online assets, was produced by Southfield, Mich.-based ad agency Doner. Cox declined to disclose the amount it was spending on "Landmarks."
