Cablevision pokes fun at itself in new ads

Cablevision Systems Corp. Thursday unveiled a marketing campaign that, with a touch of self-deprecating humor, acknowledges that technology can be part of life's daily frustrations.

The effort focuses on the Optimum brand of phone, cable and Internet service and marks the first time in nearly a decade that the Bethpage company has launched a campaign to overhaul its image.

Unlike some Cablevision ads of the past, the new series of television commercials doesn't focus on discount prices or gee-whiz technology. Instead, the ads blend earnestness and humor in an attempt to connect with customers and convey a message that the company does its best to provide reliable service.

"We've taken an offbeat approach in these initial television spots, but the primary theme is honest connections," said Kristin Dolan, senior executive vice president of product management and marketing for Cablevision, which owns Newsday.

The commercials depict a series of household mishaps, underscoring that customers endure enough headaches without worrying about phone, Internet and cable service.

In one, a toilet overflows. In another, a pigeon flies through a window and ransacks a living room. "We are your TV, phone and Internet company . . . ," a narrator says. "On the list of things that interrupt you, we want to be at the bottom."