Seth Stevenson grades Comcasts’s most recent advertising campaign on Slate.com. Stevenson, noting the difficulties of a company trying to create a virtual brand community when its real community is facing real problems, writes:
“Who on earth would become a Comcast enthusiast? Who hangs out at a Comcast Web site and rearranges pretend furniture? Or, put more broadly: What sane person forms a loving attachment to a cable behemoth?
I just don’t think this is a category where warm, fuzzy emotions come into play. I want my cable, Internet, and phone to work. That’s all. And, among people I know, Comcast has developed a reputation for … not working.”