Following what it said was 180 percent third quarter growth, Prodigy Communications Corp. launched a newnational brand advertising campaign with TV spots featuring music legendAretha Franklin and Basketball Hall of Famer Larry Bird.
Created by TBWA/Chiat/Day New York, the “Are you a Prodigy?” campaign is airing nationwide.
The commercials humorously set modern day prodigies Aretha Franklin and Larry Bird in “what if” work environments had they not chosen their respective paths.
Reflecting Prodigy’s post-IPO focus on redefining its mission, its image and its business, the spots ask the consumer: “Everyone has a potential. Have you realized yours? Are you a Prodigy?”
Outdoor teasers, already posted in key Prodigy markets, feature an oversized question mark with the Prodigy logo “ball” as the only clue to the ad’s identity. On Nov. 1, the outdoor ads will then reveal the identity of the company and clue the consumer by asking, “Are you a Prodigy?”
“Nearly 90 percent of Americans know the Prodigy name. Today, we put a face to that name,” said David Trachtenberg, president and COO.
Media for the campaign include network TV, national cable, syndication and outdoor. The spots will be airing on CNBC, Fox Sports, A & E, TNT, Discovery and other channels.
The outdoor is running in New York City, Los Angeles, Chicago, Philadelphia, San Francisco, Boston and White Plains, NY. TBWA/Chiat/Day clients include Absolut, Apple, Barnes & Noble, Circuit City, Levi’s, Promus Hotels, Nissan, Seagram, Sony Playstation and Taco Bell, among others.
Formerly a proprietary dial-up service, Prodigy is now a nationwide, value-added ISP that utilizes a nationwide network covering over 750 cities in all 50 states.
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