WOW! Ultra is a new (at the time) platform from Wide Open West Media designed to compete with larger industry giants by offering a significantly more intuitive and user-friendly entertainment solution that eliminates the typical frustrations of traditional cable services.
My Role:
Ad Campaign
Stage:
Enterprise
Sector:
Telecommunications
Technology & Internet Services
Media & Communications
The Problem:
How do we effectively communicate that WOW! Ultra is radically easier to use than existing cable options, while standing out in a crowded market where consumers are skeptical of "new and improved" claims?
The Solution:
Create the humorous "You don't need a..." campaign that uses absurd scenarios to highlight the unnecessary complexity of traditional cable systems, positioning WOW! Ultra as the simple solution that eliminates the need for excessive technical support.
Key Components:
Relatable Pain-Point Focus – Identified and dramatized the common frustration of needing assistance to operate complicated cable systems through entertaining scenarios.
Character-Driven Storytelling – Developed memorable characters ("Gary" and the "Cable Tutor") that personified the extra help currently required with competitors' products.
Humorous Exaggeration – Leveraged comedy through scenarios like a technician living in an ottoman or a dedicated "cable tutor" to emphasize how unnecessarily complex traditional cable options have become.
Clear Comparative Positioning – Established a direct contrast between the complicated status quo and WOW! Ultra's streamlined experience through the consistent "You don't need a..., you need Ultra" tagline.
Dual-Commercial Campaign Structure – Created two complementary commercials that reinforced the same core message while appealing to different audience segments and providing campaign variety.
The Results:
Differentiated Brand Positioning – Successfully established WOW! Ultra as the simple, user-friendly alternative in a market known for complexity and frustration.
Message Clarity – Effectively communicated the key product benefit of simplicity through memorable, entertaining scenarios that resonated with target audiences.
Competitive Edge – Created a distinctive campaign that directly addressed a key pain point with competitor services, providing a clear reason to switch to WOW! Ultra.
Brand Personality Development – Established WOW! Ultra as an approachable, consumer-friendly brand that understands and addresses real customer frustrations.
Memorable Campaign Framework – Developed a flexible "You don't need a..." concept that could be extended to address additional consumer pain points in future marketing efforts.
