Digital Max was the official

mascot A mascot is any human, animal, or object thought to bring luck, or anything used to represent a group with a common public identity, such as a school, professional sports team, society, military unit, or brand name. Mascots are also used as fi ...

for

Cox Communications Cox Communications, Inc. (also known as Cox Cable and formerly Cox Broadcasting Corporation, Dimension Cable Services and Times-Mirror Cable) is an American digital cable television provider, telecommunications and home automation services. It i ...

from 2005 to 2008. He is a CGI human character, apparently intended to appeal to the adult

demographic Demography () is the statistical study of populations, especially human beings. Demographic analysis examines and measures the dimensions and dynamics of populations; it can cover whole societies or groups defined by criteria such as edu ...

. Digital Max was created in 2005 by ad agency Doner. He appeared in all of Cox's major commercial campaigns from June 2005 to 2008. He appeared not only in commercials, but also on Cox's

website A website (also written as a web site) is a collection of web pages and related content that is identified by a common domain name and published on at least one web server. Examples of notable websites are Google Search, Google, Facebook, Amaz ...

, where he was featured in a collection of short films. 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 Digital cable is the distribution of cable television using digital data and video compression. The technology was first developed by General Instrument. By 2000, most cable companies offered digital features, eventually replacing their previou ...

television service, however no further reference has been made to this role. Digital Max has not been featured in any Cox

commercials A television advertisement (also called a television commercial, TV commercial, commercial, spot, television spot, TV spot, advert, television advert, TV advert, television ad, TV ad or simply an ad) is a span of television programming produce ...

since spring 2008. Digital Max was replaced by little digital helpmates "Digeez".

References

Advertising characters Male characters in advertising Mascots introduced in 2005 Cox Communications {{mascot-stub