Jamie McGinley, shown at left,

Aug 8, 2004  •  Post A Comment

Jamie McGinley, shown at left, is vocal in his disdain for the cable industry. That’s why Comcast chose the Palo Alto, Calif., copywriter as the star of its new edgy “reality-based” ad campaign slated to launch this week in the San Francisco area. The TV spots are designed to “soften up” noncable customers. In the six or so spots running over the next two months, Mr. McGinley, a copywriter at Comcast’s local ad agency DMNA, makes clear his proclivity for cable’s enemy, satellite, and then goes through the process of ordering cable to learn about new services like high definition and video-on-demand as well as the new two-hour installation window, said Kristi Wilkins, director of marketing for Comcast in Northern California. She said she doesn’t even know yet whether Mr. McGinley will opt for cable service in the end, but the goal is not to depict him as a convert. It’s simply to give voice to the frustration cable customers often feel with installs, customer service and rate hikes and to let them know Comcast is changing the way it operates. n