SHAW: SLOW AND STEADY DO NOT WIN ACCESS RACE
By Adnews Staff
A new national television campaign from Calgary-based Shaw Communications marks the first time the cable company has used animation as a style of advertising. The campaign is promoting the Shaw@Home Internet service using a series of commercials based on fairy-tales. The spots are designed to communicate the message that shared cable Internet access is faster than its dial-up telephone counterpart. The first of three spots launched August 1 were based on the "Tortoise and the Hare" tale. In the spot the tortoise represents phone companies and the hare represents cable companies, said Kevin MacDonald, director of marketing for Internet services at Shaw. Unlike the fairy tale however, in the spot the hare wins the race. The tagline is "Don't believe the myths that shared Internet access is too slow." The second spot in the series is based on the "Ugly Duckling" tale and launches next week. A third spot based on the "Jack and the Beanstalk" story will also appear in the campaign from Bryant, Fulton & Shee of Vancouver. Advertising is scheduled to run until the end of September.