Insight Communications

Information / Credits

In breaking TV, radio, print and direct mail advertising, midwest cable communications provider Insight combines bits and pieces of business conversation into a comprehensive brand campaign to announce the launch of its high-speed dedicated fiber network, serving Ky., Ind., and Ohio. The campaign is the first work by Darling Agency, New York, for its new client. The television commercials cut quickly from one to another of the voices of Kentucky business (or in the case of Kentuckyo, the international voices doing business in Kentucky). The speakers are intended to sound serious, smart, business-y, worldly, and, to a degree, funny, as when nine businessmens and -womens competitve instincts have them describing their data needs in ever-larger units. Corporate viewers (and also residential cable customers) may come away with a new appreciation for the areas fast-paced and cosmopolitan business environment, and also for the high-tech Insight services on which the communitys data needs rely. The commercials, starting in March, will run on the ABC, CBS, NBC, Fox, and CW broadcast networks, and on cable channels including CNN, CNBC, MSNBC, FoxNews, ESPN, PBS, Food Channel, Discovery, AMC. In April, supporting radio :60s will air on 16 AM and FM stations, and print full pages will run in local business journals and magazines. Media is handled by Sheehy + Associates, Louisville, Ky. Insight Communications, headquartered in New York, is the 9th largest cable operator in the U.S., with 750,000 customer relationships across Kentucky, Indiana and Ohio, for its bundled, analog and digital video, broadband Internet, and voice telephone services. insightbusiness.com Darling Agency is a recently established, independent advertising agency headquartered in New York. Clients include Insight Communications, Best Cheese, Mt. Kisco, N.Y.; Hamilton Beach, Richmond, Va.; TJX Corp. (off-price retail), Framingham, Mass.; Leroy Selmons (sports restaurants), Tampa; Yeshiva University, New York; and Somerset Partners (real estate), New York. darlingagency.com Client: Insight Communications, Inc., New York, insightbusiness.com cable communications (digital video/TV, broadband, phone) Agency/Prodn. Co.: Darling Agency, New York, darlingagency.com First work for new client. Brief: Announce launch of dedicated fiber network in Ky., Ind., Ohio. Lend business services high-tech halo to residential cable service. Intended voice: Serious, smart, business-y, worldly. Spots: Intro :60, Yadabytes. Nine businesspeople compete at who-sends-the-most-data. :30, Kentuckyo. No video conference gets underway without some miscues. Especially not between Kentuckians, Japanese, Russians and French. Plus two other :30s, not sent. One hospital-related, one university-. Tag (new): The fiber of business. Media: Cable including CNN, CNBC, MSNBC, FoxNews, ESPN, PBS, Food Channel, Discovery, AMC, others Broadcast on ABC, CBS, NBC, Fox, CW Supporting radio :60s on 16 AM and FM stations Supporting print full pages in local business journals, magazines Market: Kentucky, Indiana, Ohio

CW/Dir.: Jeroen Bours  AD: Tore Claesson CW: George Tannenbaum  Breaks: March (TV) April (print, radio)