Cumberland Connect(s)
Cumberland Connect brings world-class internet to rural communities, with the same heart and history that’s powered homes for generations. But as they stepped onto a new stage with their first-ever OTT ad, they needed a story that would feel both fresh and familiar. The mission: showcase cutting-edge connectivity and strong cooperative roots, while celebrating the communities they proudly serve.
Approach
This project was a full-team collaboration. Strategy, creative, and video teams all worked hand-in-hand to transform an abstract idea (homegrown connection) into a real emotional experience.
Cumberland provided content from their service areas to highlight:
- Real community members in their everyday connected moments
- Local landmarks that spark hometown pride
- The co-op spirit, always neighbors first
- Technology that empowers rural families and businesses
The spot was crafted specifically for OTT: dynamic pacing, warm storytelling, and built-in relatability
Client Feedback
“Easy to work with and took time to make sure everything was done correctly and up to our standards. Regarding the development of the video, Pivot gets an A+.” -Seth Roberts
Deliverables
- 30-second hero brand video
- 15-second social cutdowns
- Messaging that reinforces the electric co-op foundation
Bottom Line: We didn’t just promote faster speeds. We celebrated the people who make Cumberland Connect special: those rooted in local history, powered by modern technology, and driven by community pride.
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