By Barry Janoff
April 12, 2013: Bill Cowher, who was head coach of the Pittsburgh Steelers from 1996-2005 and led the team to a Super Bowl XL victory, is head coach for a new team, which includes NFL wide receiver Victor Cruz, pro golfer Ian Poulter and Nascar driver Kasey Kahne.
Cowher has been hired by Time Warner Cable to star in “The Coach” campaign, which will support the company's products and services. The alliance is part of a larger "Enjoy Better" umbrella campaign unveiled by Time Warner Cable.
The first TV ad with Cowher breaks this week. Time Warner Cable said the multi-media effort would continue to build over the next few months, including four more TV spots with Cowher. Support will include a heavy dose of social media at such destinations as Facebook, Twitter and Time Warner Cable’s YouTube channel; as well as activation in which Cowher will be present at sponsored events.
Cowher has been an analyst on CBS' The NFL Today since 2007.
“Coach Cowher is well positioned to be the personification of how Time Warner Cable operates as a company today,” Jeffrey Hirsch, evp, CMO and chief sales officer, residential services for Time Warner Cable, said in a statement. “We are excited to have Coach Cowher on board and look forward to seeing how he inspires us to do better while motivating customers to experience the Time Warner Cable difference.”
In the first spot, "Remote Control," Cruz, Poulter and Kahne are on a couch watching sports on TV, but fighting over one remote deciding which event to watch. Cowher walks in to get things in order.
"Boys, settle down," he begins. "At Time Warner Cable, any of these devices can be your TV at the click of a button," he explains, handing out a cell phone, lap top and tablet. "No one offers more sports on more devices than Time Warner Cable."
The three guys are happy . . . for two seconds, when they fight over who gets which device. (See the full spot here.)
Time Warner Cable, based out of New York, operates in 28 states.