• by Aaron Baar , September 22, 2011

Time Warner Cable is looking to inject a little luxury into the television subscription space via a new ad campaign touting its nearly year-old SignatureHome packages.

In TV spots that begin airing this week, the cable company shows off the company's digital cable, Internet and phone services (as well as its Whole House DVR, Remote DVR manager and 14-device wireless network products), via imagery that's more suited to upscale hotels than a telecommunications company.

One commercial shows scenes from a luxury penthouse apartment. Against a piano-heavy, soft-jazz soundtrack, a woman's voiceover soothingly explains the SignatureHome product, as something "with a level of personal attention and professional expertise that is unmatched."

The spot begins with a woman dropping her robe to reveal a black silk nightgown and getting into her bed with (presumably) her husband to watch some television, as onscreen text reads "Enhanced TV." Another scene shows the couple's children moving to the kitchen, clutching tablet computers, showing off the product's wireless capabilities.

Other services offered include a "Personal Concierge," (described in the breathy voiceover as a "dedicated specialist who will tailor everything to be just right for you."), "Wideband" and an "Advanced DVR." "It's a class of service you might have thought disappeared from the world," the voiceover concludes before showing off the SignatureHome title.

According to a release, the new campaign is meant to reflect the discerning tastes and lifestyles of Time Warner Customers. "We are very proud with the look and feel of this campaign as we continually work to evolve the ways we reach our customers," said Jeffrey Hirsch, executive vice president and chief marketing officer, residential services at Time Warner Cable, in the release. "This advertising campaign is fundamentally different from anything we've done in the past."

A company representative did not return repeated calls or emails for further comment on the campaign, although the release suggested additional elements, including Spanish-language materials, would be forthcoming in the next month.