GEE, JEFFERY CREATES MULTIMEDIA CAMPAIGN FOR COVAD
By Adnews Staff
Toronto-based Gee, Jeffery & Partners has created a new campaign for Covad Communications of Santa Clara, CA. The national advertising effort was created in conjunction with the agency's San Francisco office. Aimed at small business owners, it uses the tag "Broadband Makes Small Business Better." The television commercials use humourous characters to represent small business owners. Each character has a specific feature to illustrate that working faster and smarter brings success. One character has four arms. Another has a large brain. According to the ads, by calling Covad small business owners can access services that will help them to succeed. The commercials began running on CNN Headline News, CNBC, CNNfn, Fox News Channel and ESPN in late March. Other elements of the campaign, including Internet, radio and print advertising, broke near the end of March. The campaign will run through the second quarter of 2003.