Monday, July 26, 2010

LUS Fiber Commercial

LUS is prepping a new media campaign—something Director Huval hinted at recently when he noted that the new utility had resisted starting a full-scale media campaign until the network was finished and available to everyone in the city. Since that day is upon us now is time to see a full-throated campaign developed to sell the network to the community

This draft video is of the first television ad in that campaign.


What's most interesting is the themes that are sounded. It's a fair indication of what the campaign will emphasize. Take a listen, if you haven't already, and see what you hear.

I like it. Here are some key phrases in sequence:
  • "Together we've built something special. And the world is watching" 
  • "LUS Fiber belongs to all of us." 
  • "Fiber to the home...Others want it, We've got it." 
  • "Invest in Lafayette. And bring the world right to your door"
The accompanying visuals with a growing network of glowing (orange!) fiber traced out over the city connecting houses and bringing services reinforces the basic message.

The major theme is local pride—pride in what's been accomplished and in what we have. That's the right note...as is characterizing taking the service as investing in Lafayette.

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