Verizon DSL will start running television and radio ads this week through the end of the year to promote the reduced price of its broadband service. Last week, Verizon lowered the cost of its slowest
high-speed service--with speeds of up to 768 kilobytes--from $29.95 to $14.95. Certain spots, directed by Tom Schiller of GO Films for Draft New York, depict the content on users' computers getting
upset because their dial-up connections are so slow. Another, directed by David McNamara of Nonfiction Spots, attempts to make a direct response appeal by using testimonials to appeal to viewers. The
campaigns are scheduled to run nationally on all the networks including ABC, CBS, and NBC, as well as USA. ID Media New York handled media planning and buying for the DRTV campaign, while Zenith
handled media for the awareness campaign.
-- Gavin O'Malley
