Charter’s/Spectrum’s most successful campaign to-date.

The competitive insight was founded on the fact that one of Spectrum’s biggest competitor’s, DirecTV, walked away from its enormously successful campaign, “Get Rid Of Cable”. I studied the format of their TV spots, specifically their messaging and placement, and proposed Charter create a campaign leveraging a similar tone and structure.

Armed with this competitive strategic insight, the creative genius’ at It’s Something Different, came up with the Monsters concept - Even the most “evil” monsters think the competitor’s practices are bad.

Key Results: Ameritest May 2017

- The campaign achieved Charter’s highest-ever scores in attention, brand linkage, purchase motivation, and brand affinity-setting a new benchmark for performance.

Spectrum “Monsters - Train” : Satellite that cuts out in the rain is evil. But don't take Spectrum’s word for it. Watch a Mummy, a Werewolf, a Mad Scientist and Death discuss it on their commute.