Verizon’s “Can You Hear Me Now?” Campaign

Can you hear me now? Verizon Wireless launched its campaign with the roving test man (actor Paul Marcarelli) back in January of 2002. In each tv commercial he dropped in on locations ranging from the outlandish to the mundane. After hearing an affirmation, the test man replied, “Good!” By 2003 Verizon was spending $300 to $400 million annually on the “Can You Hear Me Now?” campaign. Subscribers increased from 32.5 million at the launch to 37.5 million by 2003. By the start of 2004, the subscribers increased to 43.8 million. I would say the campaign was “Advertising that Works”! Verizon remained using Paul Marcarelli as their spokesperson until April of 2011. When he received word that his character would soon be retired from commercials, Marcarelli came out as gay.  He has a twin brother, Matthew, who is a decorated Captain at the New Haven, Connecticut Fire Department.


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