GJP Advertising creates new campaign for Covad
By Adnews Staff
GJP Advertising & Design & Partners of Toronto has begun a new phase of a campaign for US-based Covad Communications Group promoting its voice over IP services. The television creative takes the format of a trailer for a horror movie called "The Ringing." The ad, which broke last week, depicts a woman alone in an office at night being attacked by wires coming out of the walls. The campaign directs viewers to a website at <http://www.theringingmovie.com> to see an extended version of the purported movie and get information about Covad's services. "We know that movie trailers are the most-watched ads on TV," said John Farquhar, creative director of GJP Advertising. "By creating content in this style we stand a higher likelihood of people tuning in mentally and remembering the Covad brand." The ad, aimed at primarily male IT decision makers, is airing on specialty channels such as Comedy Central and during sports programming on conventional channels. GJP produced a similar campaign for Covad last fall. That effort presented a mystery film called "VOIP: The Movie."