(Culver City, Calif.) Intertainer, a broadband entertainment on demand service and a new way to get whatever movies, music and television you want anytime you want on your PC or TV, will debut its first major branding campaign on November 1.
The debut of the creative is timed to build awareness for Intertainer's upcoming launches, first to DSL outlets this fall and then with cable providers in early 2000. The new look will debut in the trade community and then gradually expand to a consumer rollout.
"This is an exciting move that introduces Intertainer in a bold and creative way," said Lauren de la Fuente, Intertainer's senior vice president of marketing. "Since this is our first brand campaign, we needed a look and attitude that both captures people's attention in a humorous way and explains what the Intertainer service is about and how it can change your life."
The theme of the campaign, "Control Yourself," features a series of boldly photographed "screaming heads" expressing frustrations about the limitations of today's entertainment choices. Intertainer is then offered as an instant entertainment option. The creative stresses the company's newly adopted moniker, "entertainment on demand." The look and attitude, reflected in trade and consumer print ads, will also be used for affiliate sales and trade show materials, program guides, users manuals, billboards, cross-channel spots, as well as internal communication pieces.
The campaign was designed for Intertainer by Ross Patrick Advertising and Design, Los Angeles. Patrick's agency specializes in Internet and entertainment clients including Microsoft, Milan Entertainment and Stamps.com. Patrick's wide experience includes development of the Air Jordan logo, one of Nike's most widely recognized brands. He also worked on campaigns for US West, Polygram Records and Harley Davidson. Later he served as director of advertising and design for Capitol Records where he helped launch the hugely successful Beatles Anthology and developed print, radio, TV and packaging for Foo Fighters, Everclear, The Butthole Surfers, Radiohead and Meredith Brooks. David Newman, also of Ross Patrick Advertising and Design Los Angeles and copywriter for the Intertainer campaign, has written ads for Starbucks, Alpine, Capitol Records and Microsoft Web TV.
Intertainer is a new way to get whatever movies, music and television you want anytime you want on your PC or TV. The service features content from unprecedented partner relationships including Warner Brothers, DreamWorks SKG, Sony Music, ESPN, Twentieth Century Fox, Disney Channel and Columbia TriStar Television, among many others. Enhanced TV functionality, interactive advertising, e-commerce opportunities and personalization features round out the Intertainer experience. Strategic partners include Comcast, U.S. West, Sony, Intel and NBC.