New CWC ad campaign makes three promises

Cable & Wireless Communications is launching a new TV campaign through Rapier at the end of the month – its first TV push since the 50m brand campaign last September.

The campaign is a product push for CWC’s consumer telephone service and will run on national terrestrial and satellite channels.

It continues the direct response advertising theme of the brand campaign’s “What can we do for you?”, with a heavy focus on the freecall 0500 500 500 number.

The ad elaborates on the company’s “three promises” which feature in the current press campaign; a money back guarantee; 100 minutes free local evening calls every month; and a maximum Saturday national call charge of 50p.

One of the three executions in research at the moment features a young woman practising increasingly difficult yoga positions with the three promises as “steps”. Step four is “Ditch boyfriend. Take up yoga”.

The Cable & Wireless logo and “What can we do for you” endline are not shown until the last frame.

A CWC spokeswoman was unable to confirm a figure for the ad spend as the campaign duration and placement has yet to be finalised.