We needed a different kind of different.

Cox Business wasn’t like other telecom giants. Instead of an automated, one-size-fits-all approach, the brand actually listened to what their customer needed and provided personalized attention.

No, really. 

We didn’t take our client’s word for it. We snooped, calling their customer care line with our best impersonation of a small biz owner. In a category that’s always fighting for the top spot in annual “Most Hated Companies in America” lists, we were skeptical. Then we were floored. As our Planning Director put it, “I just had the best customer experience of my life and I’m not even a customer.” 

Cox Business was different, and they had a great story to tell. But when they told it, it was all about them.

We knew they could make a better connection if their communications took the same approach as their customer service: put the audience first. 

As it turns out, the small biz audience was different too. Those who go out on a limb to chase a dream and be their own boss aren’t wired like everyone else. So we created two brand acquisition spots that celebrated how perfectly their “different” fit our “different.” 

Each character’s small biz origin story was the core of the campaign, but there was more to the effort. Rose and Steve also helped Cox Business communicate complementary product offerings, like the brand’s security solutions.

The testing results were different too. The acquisition spots scored as high or higher than almost any other effort in the brand’s history and Cox Business decided to air them longer than the typical 6-month flight.

Art Direction - Sudon Choe & Natasha Zerjav
Copywriting - Amanda Burch
Director - Paul Street
Production - Traveling Picture Show
Post Production - 90° West
Creative Direction - Terry Stewart