Here’s a switch. Prodigy Communications
Corp. launched a new
national brand television campaign urging folks to “spend less time online and
more time on life.”
In the two television commercials created by TBWA/Chiat/Day in New York,
consumers are treated to both a romantic encounter and a small business office
celebration that take place beyond the computer desktop.
The commercials portray a “life-in-reverse” sequence of events. Each ad begins
with an event that has been triggered from information received through
Prodigy. Consumers are then taken on a backwards journey as the film is
reversed to where the information is first received on Prodigy.
Prodigy said it believes that an important segment of Internet users is more
interested in using the Internet as a productivity tool than for
entertainment. The commercials are designed to appeal to this segment and
follow TV and radio advertising that debuted a year ago that featured Prodigy
Internet as “Prodigy Internet. It’s a tool for living”
The television spots will air on national cable television (A&E, The Discovery
Channel, CNN, Headline News, ESPN, ESPN2, The Learning Channel) through Dec.
15. Spending on the campaign was not disclosed.
