The strategy to expose the competition's long list of disclaimers, especially phone companies, became known as "doubt creation." It just made sense, since BHN didn't include those restrictions or disclaimers. Interestingly, the competition had them all over the place. And guess what? They were always prefaced by an asterisk. We just pointed out how horrible an asterisk was, or could be, and how BHN didn't believe in them. That simple point was important to attract new customers and build loyalty. The campaign was not only unique, it was fun and endearing to show that kind of personality from such a big organization.
Here's how we made some noise for Bright House Networks: