Cox Wireless plays gotcha with rival carriers in Doner campaign

Posted on Tue Jan 19 2010

Crispin Porter + Bogusky's influence seems clear in this latest ad from Doner for Cox Wireless. In particular, it reminds me of the Whopper Freakout. But while Burger King was punking its own customers in those ads, here Cox takes aim at the Other Leading Brand, here called "Your Wireless." In the ads, purported real customers visit a mall kiosk, where a sales rep spells out her company's plan in an unusually frank manner, noting that the $19 a month plan will actually be more like "$69-ish" after you add in all the hidden fees. "The reason we charge $19 is so we can make a ton of money in overages," she says at one point, illustrating that sometimes transparency isn't such a great thing. The ads pave the way for an "unbelievably fair" offer from Cox coming in March. Bashing competitors, is, of course, nothing new in the wireless segment. In fact, it's the norm. The danger is that viewers at home will forget who's bashing whom and just tune out.

—Posted by Todd Wasserman


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