Verizon is also redesigning the gear workers will wear in hopes of making their sales associates more approachable. Aspiazu even hopes employees will wear their uniforms out to the bar without changing post-work “because it’s a cool t-shirt.”
The brand tapped Publicis design agency Turner Duckworth for the new brand system.
A new anthem
Verizon is bringing back a variation of one of its most iconic campaigns, “Can you hear me now?”
“We thought for this moment in time to reclaim, ‘Can you hear me now?’ and to modernize it in terms of what we do in your life today,” Berland said, adding the spot brings to life all the ways Verizon quietly fuels your life, work and more.
The 90-second spot will run for a short period, and the new iteration of “Can you hear me now” will likely only be used “in this one brand moment” as Berland put it.
Verizon is also releasing two other spots aimed at illustrating how consumers should view trading in broken phones as second nature, and the spots show a subtle shift in how Verizon frames its messaging.
“In other iterations that have been done in the past, we lead with explaining what we’re talking about, versus connecting them with that human experience that we’ve all had,” Berland said.
Verizon is making other creative shifts as well using strong language and facial expressions to tell the story. “There’s also a very intentional connection with music to make it feel current and not like stock music we pulled out of somewhere. It’s trying to connect and uncover upcoming artists and musicians,” Aspiazu said, adding the brand plans to involve more creators to make the brand more human.