Verizon taps Bay for FiOS ad campaign


MUMBAI: Filmmaker Michael Bay will be the first celebrity featured in a new advertising campaign for Verizon FiOS TV and FiOS Internet services. Themed “This is FiOS; This is Big,” the new campaign created for Verizon by McCann Erickson, New York showcases the groundbreaking services delivered over Verizon’s advanced fiber-optic network straight to customers’ homes.


Michael Bay is a larger-than-life figure because he’s a powerful game-changer,” said Verizon Telecom senior vice president of marketing John Wimsatt. “Verizon FiOS is the best and first choice for home entertainment because the power of our fiber-optic network delivers the best picture quality, fastest Internet and most-innovative interactive services. Michael Bay is the perfect choice to help portray the big, powerful experiences that FiOS creates in home entertainment and broadband.”


Bay, who is famous for directing cutting-edge, high-octane blockbusters like Transformers, Pearl Harbor, Bad Boys and Armageddon stars in an action-packed, 30-second TV spot for Verizon FiOS Internet service that begins airing 17 February. In the ad, Bay deftly spoofs his own super-charged Hollywood persona as he blows up things throughout a super-contemporary home to show how Verizon “blows away” cable Internet service with upload and download speeds that are up to 25 times faster.


While a Verizon technician installs FiOS Internet service in the home, Bay uses a remote detonator to blow up a barbecue grill and swimming pool. He also shows off his pet cat a Bengal tiger and a 20-foot-tall Transformer to underscore how “awesome” a word he continuously repeats he finds the Verizon fiber-optic technology.


“Verizon is the only Internet provider offering this kind of symmetrical service in the United States on a mass scale,” said Wimsatt. “The flash and excitement of our new ad reflects how FiOS Internet changes everything by creating a whole new category of U.S. broadband where ‘fast’ applies equally to receiving and sending data.”


An additional spot featuring another game-changing superstar will air at a later date and will highlight more of the many innovative new features accessible to consumers through Verizon’s advanced fiber-optic network.


In addition to ads featuring popular celebrities, the new campaign includes TV spots that showcase FiOS customers sharing stories about the difference FiOS has made in their television and online experiences.