Prodigy launches $30 million ad campaign

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Prodigy Internet serves a heaping dose of honesty in its campaign that broke Oct. 22 from new agency TBWA Chiat/Day, New York.

The $30 million effort, which will air in 22 major U.S. markets and cable, includes three wry spots that encourage people to get off the Web and enjoy their lives.

With slow connections and overwhelming information on the Internet, ``It was very clear people's expectations were not being met,'' said Jim L'Heureux, senior VP-marketing, noting research that found 47% of users find it difficult to navigate the Net. ``We wanted to do what clearly nobody in the industry is doing. The Internet is not a lifestyle, it's a tool.'' The campaign also includes radio, print from TBWA and online ads created by Compelling Content, New York.

Copyright October 1997, Crain Communications Inc.

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