Well, here’s a marketing challenge: making a cable company look like it gives a damn about customer service.
But Goodby Silverstein & Partners’ New York believes it has cracked the code for client Comcast, in the newly launched “It’s A Whole New Day” campaign.
The first two spots in the campaign feature comedian Jim Gaffigan in so-called “comedic ride-a-longs.”
In a spot called “Reasons,” Gaffigan is seen questioning whether he should believe that the cable company has actually improved customer service as it has claimed. He then learns about the company’s two-hour service windows, night and weekend appointments and an on-time “guarantee.”
The improvements prompt Gaffigan to ask “Who am I going to bad-mouth at parties now? I guess my cousin. He’s so pale.”
Another spot, "Busy Man," portrays Comcast's guarantee to come within a two-hour window, to work around the consumer's busy schedule. Their service appointments are so accommodating, in fact, they can work around Gaffigan's doggie swim lessons.
The campaign also introduces other customer service enhancements from the cable company, including a new account app.
“We wanted to grab the attention of customers and ex-customers who are dubious about Comcast having changed,” said Christian Haas, executive creative director, Goodby Silverstein & Partners New York. “We thought it would be disarming to show how Comcast has improved by bringing a skeptical customer to ride along.”
The spots are running on TV, cinema and online pre-roll in 23 markets, including Denver, San Francisco, Seattle, Portland, Boston, Pittsburgh, Richmond, Miami, Detroit, Memphis, Atlanta and Washington, D.C. A third spot is set to launch this spring.
The new “Reasons” spot can be seen here.