Cox using pricey Super Bowl ad to tout ‘Panoramic Wi-Fi’ product

Cox Communications' Panoramic Wi-Fi ad is slated to run during the Super Bowl. Screengrab: Cox/YouTube(Cox Communications / YouTube)

Cox Communications will run a 30-second commercial during FOX’s presentation of Super Bowl LI on Sunday.

The spot, developed with the help of full-service ad agency Doner, features a family of four tossing a tablet from one member to another throughout the home, attempting to showcase Cox’s Panoramic Wi-Fi product.

That service, detailed in this Cox product page, rolled out in California in October. It features professional installation of Wi-Fi equipment, including an Arris TG2472 Dual Band Wi-Fi Modem, as well as NetGear extenders if and where needed. The service also includes an app so that users can monitor and control their own network, as well as 24/7 support.

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As Light Reading noted, by developing and promoting Panoramic Wi-Fi, Cox is eschewing the prospect of licensing the similar Digital Home product from Comcast, which was announced at CES a month ago. Notably, Canada’s Rogers Communications—which like Cox, licenses Comcast’s X1 video platform—revealed plans last week to license Comcast’s Digital Home technology. 

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“Broadband service is no longer just a fast internet connection to your home. Today people expect WiFi that connects all devices anywhere in the home – around walls, upstairs, down stairs, on the patio,” said Gaston Vaneri, senior VP of brand for Cox Communications, in a statement. “They want continuous access—to stats, instant replays, social feeds. Panoramic WiFi from Cox delivers just that—wall-to-wall, floor-to-ceiling, backwards and forward. We had a little fun showing that with the launch spot.” 

Cox reps haven’t yet responded to FierceCable’s inquiry as to how much they spent on their Super Bowl ad. But according to Variety, marketers are spending anywhere from $5 million-$5.5 million to run a 30-second national spot during Sunday’s matchup between the New England Patriots and Atlanta Falcons.

“Cox Communications is a regional player, but it's with technology and marketing risk-taking puts them on par with global leaders,” said Eric Weisberg, global chief creative officer for Doner, also in a statement. “We needed to create an ad that defies logic in the same way panoramic WiFi does and to convince our audience that it’s like nothing they’ve experienced before.”