Frontier Communications the largest pure-play fibre provider in the US, has tapped McCann New York as its creative agency of record at a time when the brand aims to transform its business and expand its presence in key regions.
McCann Content Studios, the network’s social, content creation and influencer strategy capabilities, award-winning design practice, and audience and connections expertise to reach new audiences, will play a pivotal role in strengthening and driving growth for the Frontier brand.
“We’re excited to be partnering with Frontier to help them position their world-class, future-proof fibre technology,” said Amber Guild, CEO, McCann New York. “To match the enduring nature of their product, we’re launching an enduring brand platform that sets Frontier apart as a leader and pioneer in their industry. We are confident that McCann’s deep expertise in creativity, content, audience and connections and design will make a significant impact as they grow their business and expand into new markets.”
“Fibre is the internet standard for decades to come, and with this campaign, we are bringing awareness to the fact that more people can now choose 100% fibre optic technology for their connectivity needs,” said John Harrobin, executive vice president of consumer. “Frontier fibre is fast, reliable and available to meet their needs today, tomorrow and for decades to come.”
The new campaign ‘Good to Go’ with its hero film ‘Internet of a Lifetime’ showcases that fibre is built to last a person’s entire lifetime. Even through the constant changes humans experience over a lifetime – 44 cell phones, 23 computers, 19 gaming systems, 256 shoes, 22 jobs, seven romantic partners and so on – the one thing that is constant and transcends time is Frontier fibre internet.
In the spot, we follow a single character through his entire life.
He ages from his mid-20s to his mid-80s over the course of the film. Not only does his physique change, but his home changes and modernises around him, reflecting the constant change that signifies the passage of time. Underpinning it all is one thing that is able to last an entire lifetime: Frontier Fiber Internet. It’s a surprising, true, almost nostalgic depiction of both life and the future, and highlights the future-proof nature of Frontier’s offering.
The spot is directed by Rodrigo Valdes with Superprime. Valdes, a Mexican-born, LA-based director, surprises audiences by blending his unique vision and elevated craft to create genre-bending and immersive cinematic experiences. To depict the character’s journey through a lifetime, we employed two key techniques. First, a very involved prosthetic process that took our actor (actual age mid-40s) into his 60s and 80s, based not only on his own appearance but on photographs of his father as a senior. The application of prosthetic facial features, hair, skin, and even liver spots took approximately four hours per day. In addition to practical prosthetics, our VFX partners at Framestore used their magic to “de-age” the actor by a full two decades to depict him in his 20s.
In key markets like LA, Hartford, New Haven and Rochester, surrounding campaign elements such as audio will be tailored and unique to each market, bringing up ‘life facts’ like the number of traffic jams you’ll experience in one’s lifetime in LA, or the number of new pizzerias in New Haven. The campaign will be supported across OTT, OLV, digital, social, audio and OOH.
Tyler Fields is your internet guru, delving into the latest trends, developments, and issues shaping the online world. With a focus on internet culture, cybersecurity, and emerging technologies, Tyler keeps readers informed about the dynamic landscape of the internet and its impact on our digital lives.
