Santa Takes Fall, Blames Dish

Cable World, Dec 2, 2002

Byline: ANDREA FIGLER

Santa Claus creeps quietly across the roof of a house, trying to step gracefully over a satellite dish. He is, of course, en route to the chimney.

"I hate these things," he growls, trying to maneuver his big bag of toys over the dish. But no luck. The bag catches on the dish and throws Santa off balance - and then off the roof.

"Don't get hit by a dish" then flashes across the TV screen. "Adelphia cable is the best way to treat yourself this holiday season!"

The TV spot is Adelphia Communications' latest attempt to keep subscribers from signing up for satellite service. For the past five months, satellite providers have been waging an advertising war on vulnerable cable operators, specifically Adelphia.

Last month, Adelphia fired back. The Santa ad began airing nationally on the operator's cross-channel spots on such networks as FX and the Sci Fi Channel, a spokesman said. It is expected to run through Dec. 31.

Bob Green, a cable veteran and creative director for direct marketer Hamilton Direct, said, "I'm proud of them for thinking outside of the box. Anything that strikes the chord of fear or doubt is good."

Green himself is pitching a "Beat the Dish" ad campaign that paints the dish as an evildoer and cable as a superhero. Charter Communications' Northwest division plans to run his print ads and other operators will use them as bill stuffers, Green said. "My whole campaign is about fear of the unknown."

Adelphia's spot may not necessarily strike fear, but it definitely presents a dark picture of satellite. After watching Santa tumble to the ground, what child would want his or her parents to order satellite TV?