Created by TBWA/Chiat/Day New York, the “Are you
a Prodigy?” campaign is airing nationwide.
The commercials humorously set modern day prodigies Aretha Franklin and Larry
Bird in “what if” work environments had they not chosen their respective
paths.
Reflecting Prodigy’s post-IPO focus on redefining its mission, its image and
its business, the spots ask the consumer: “Everyone has a potential. Have you
realized yours? Are you a Prodigy?”
Outdoor teasers, already posted in key Prodigy markets, feature an oversized
question mark with the Prodigy logo “ball” as the only clue to the ad’s
identity. On Nov. 1, the outdoor ads will then reveal the identity of the
company and clue the consumer by asking, “Are you a Prodigy?”
“Nearly 90 percent of Americans know the Prodigy name. Today, we put a face
to that name,” said David Trachtenberg, president and COO.
Media for the campaign include network TV, national cable, syndication and
outdoor. The spots will be airing on CNBC, Fox Sports, A & E, TNT, Discovery
and other channels.
The outdoor is running in New York City, Los Angeles,
Chicago, Philadelphia, San Francisco, Boston and White Plains, NY.
TBWA/Chiat/Day clients include Absolut, Apple, Barnes & Noble, Circuit City,
Levi’s, Promus Hotels, Nissan, Seagram, Sony Playstation and Taco Bell, among
others.
Formerly a proprietary dial-up service, Prodigy is now a nationwide,
value-added ISP that utilizes a nationwide network covering over 750 cities
in all 50 states.
