The campaign, breaking today through Interpublic Group of Cos.' DraftWorldwide, New York, will appear on TV, radio, print, direct mail and in stores in New York state and Boston, where the service is available.
All elements of the campaign use the Beatles song "All Together Now" to drive the point home that the various services will appear on one bill. The effort also features Verizon's corporate ad tagline, "Make progress every day."
A 30-second spot introduces the new Veriations plan, followed by two 60-second commercials featuring Verizon spokesman James Earl Jones. The campaign also consists of 4 million direct-mail pieces to Verizon customers and two radio ads.
The Veriations campaign will run through October.