×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Amalgamated Teaches Us a Lesson

Published on .



Amalgamated launched a new campaign for Cablevision this week, serving elementary information in the now-humorous style of an educational video. Complete with purposefully atrocious acting and a condescending narrator, the spots relay basic information about voicemail retrieval and long distance but also explain more complicated services. "The objective behind these spots was to demystify what could have been potentially confusing to consumers," says creative director Peter Ignazi. "Our strategy was to humanize the technology; to make it more simple and approachable while highlighting unique service features. To do this, we claimed to have invented this thing called the 'telephone.' We decided to look at these films not as commercials but as new product instructional videos - a genre borrowed from 80's industrial films." (-Melanie Shortman)
In this article:
Most Popular