Clean Switch · :15
“The ad sells the install, not the speed. A family settles in for movie night, a Spectrum crew swaps the gear like a pit stop, and the movie never pauses. The file says that is the right story for the right people: nearly six in ten of the Spectrum base have kids (58.9%, 1.36x the norm), the core is 25 to 44, and skilled-trades households run 3.3x the norm. A third of the base follows NASCAR at 1.5x the norm. The install crew swaps the gear like a pit stop.”
20 slides
Slide 6 of the brief
The job of the plan: run the hero where sound is on, run a fast-open captioned recut in muted feeds, cut a cast variant the parity-or-better Hispanic and Black segments justify, and re-voice the same footage as ballpark commentary for a conquest lane against T-Mobile 5G Home households, where baseball reaches 48% at 2.1x and NASCAR is under par.
Kartel's consented clickstream dynamically monitors the digital behavior of over 30 million American consumers. Our opt-in software tracks the online journey, giving instant access to purchase data, e-receipts, demographics, behavior, geo-location and more.
Young-family, gamer, tradesperson file: kids in 59% of households at 1.36x, NASCAR with a third of them at 1.5x, skilled trades 3.3x. The pit-crew joke lands here.
The pit-crew device is a data match, not a flourish. NASCAR sits with 35% of the base at 1.5x, and the trades households the crew flatters run 3.3x in the base and 4.3x in the conquest file. Nobody in the tracked set is doing sports-broadcast comedy on the install moment. That execution is the differentiation, and it should be protected as a series.