Digital Max
Encyclopedia
Digital Max is, since 2005, the official mascot
for Cox Communications
. He is a CGI
human character, apparently intended to appeal to the adult demographic.
Digital Max was created in 2005 by ad agency Doner
.
He has appeared in all of Cox's major commercial campaigns since June 2005. He appears not only in commercials, but also on Cox's website
where he is featured in a collection of short films (see external links).
According to Cox, Max is an "engaging personality" who has resulted in a "gain of appreciation of the Cox brand name
." His role in the commercials is sell the companies products, however, in more recent commercials, his approach has been more understated, apparently in an attempt to improve the depth of his character so as to be more appealing to an adult audience.
It was originally announced in June 2005 that Digital Max would guide viewers through the interactive television guide on the company's digital cable
television service, however no further reference has been made to this role.
Digital Max has not been featured in any Cox commercials since spring 2008.
Mascot
The term mascot – defined as a term for any person, animal, or object thought to bring luck – colloquially includes anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name...
for Cox Communications
Cox Communications
Cox Communications is a privately owned subsidiary of Cox Enterprises providing digital cable television, telecommunications and wireless services in the United States...
. He is a CGI
Computer-generated imagery
Computer-generated imagery is the application of the field of computer graphics or, more specifically, 3D computer graphics to special effects in art, video games, films, television programs, commercials, simulators and simulation generally, and printed media...
human character, apparently intended to appeal to the adult demographic.
Digital Max was created in 2005 by ad agency Doner
Doner Company
Doner Company is an American advertising agency headquartered in Southfield, Michigan. It was founded in 1937 by Wilfred Broderick Doner...
.
He has appeared in all of Cox's major commercial campaigns since June 2005. He appears not only in commercials, but also on Cox's website
Website
A website, also written as Web site, web site, or simply site, is a collection of related web pages containing images, videos or other digital assets. A website is hosted on at least one web server, accessible via a network such as the Internet or a private local area network through an Internet...
where he is featured in a collection of short films (see external links).
According to Cox, Max is an "engaging personality" who has resulted in a "gain of appreciation of the Cox brand name
Brand
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."...
." His role in the commercials is sell the companies products, however, in more recent commercials, his approach has been more understated, apparently in an attempt to improve the depth of his character so as to be more appealing to an adult audience.
It was originally announced in June 2005 that Digital Max would guide viewers through the interactive television guide on the company's digital cable
Digital cable
Digital cable is a generic term for any type of cable television distribution using digital video compression or distribution. The technology was originally developed by Motorola.-Background:...
television service, however no further reference has been made to this role.
Digital Max has not been featured in any Cox commercials since spring 2008.