`Bob' Radio Spot for CapRock Captures Coveted TOPS Award for M/C/C; Commercial Featuring Service Call Farce Cited for Superior Advertising Quality.Business Editors DALLAS--(BUSINESS WIRE)--March 8, 2000 The radio commercial featuring an employee hilariously faking a recorded message to avoid a co-worker's call has garnered a coveted cov·et v. cov·et·ed, cov·et·ing, cov·ets v.tr. 1. To feel blameworthy desire for (that which is another's). See Synonyms at envy. 2. To wish for longingly. See Synonyms at desire. TOPS Award for the marketing communications Marketing communications (or marcom) are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales firm of M/C/C. The Dallas Ad League dubbed dub 1 tr.v. dubbed, dub·bing, dubs 1. To tap lightly on the shoulder by way of conferring knighthood. 2. To honor with a new title or description. 3. M/C/C's commercial called "Bob" the best 60-second local radio spot in this year's line-up of 159 winners culled from more than 800 nominations. The Ad League's TOPS Awards recognizes the most creative advertising work in the Dallas market. M/C/C wrote and produced the spot for CapRock Communications to spotlight the phone company's commitment to customer service. The commercial illustrates poor customer service by showing how "Bob" deceptively avoids his co-worker's call. The message left with listeners is that CapRock does not shrink from Verb 1. shrink from - avoid (one's assigned duties); "The derelict soldier shirked his duties" fiddle, shirk, goldbrick avoid - refrain from doing something; "She refrains from calling her therapist too often"; "He should avoid publishing his wife's responsiveness to serve its customers. "'Bob' works because it creatively extols the strength CapRock has over its competitors in terms anyone can understand, and that's what good advertisements are all about," said Mike Crawford, M/C/C's president. "The Ad League saw how 'Bob' captured the right doses of levity lev·i·ty n. pl. lev·i·ties 1. Lightness of manner or speech, especially when inappropriate; frivolity. 2. Inconstancy; changeableness. 3. The state or quality of being light; buoyancy. and truth to produce an effective piece of work." M/C/C created the spot for CapRock as part of an integrated marketing communications Integrated Marketing Communications Definition The American Marketing Association suggests that integrated marketing communications (IMC) is “a planning process designed to assure that all contacts received by a customer or prospect for a product, service, or campaign to introduce the fledgling telephone, long-distance, Internet and high-speed data service provider to the Southwest market. The radio spot now qualifies for the next level of competition leading to the American Advertising Federation's ADDY's awards, recognizing national advertising quality. About M/C/C M/C/C, based in Dallas, is the Southwest's premier marketing communications agency exclusively serving the high-tech industry. M/C/C offers marketing, advertising, public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most , cyberactive services and research for customers ranging from growing start-ups to some of the world's largest technology companies. M/C/C's clients include more than a dozen leaders in the high-tech industry, including CapRock Communications, InterVoice-Brite and Vari-Lite. M/C/C's interactive Web site can be accessed at www.mccom.com. |
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