Amalgamated Teaches Us a Lesson

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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)
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