Cellular One tries unlucky ad pitch for wireless users

Chura, Hillary
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p28
Trade Publication
This article focuses on the TV advertising campaign of Cellular One Group as of March 20, 2000. Cellular One is breaking an estimated $6 million to $10 million cable TV campaign that features hapless folk who need wireless phones to cope with their bad luck. In addition to network cable, spots on broadcast network TV will follow in the autumn detailing predicaments people can find themselves in when they do not have a cellular phone. And instead of using tagline, the advertisement created by Publicis will have voice-over intones. Brice Campbell, account director at Publicis, said that Cellular One is hoping to bring in cellular customers with the campaign. He added that the wireless company is not targeting business travelers or the tech crowd. Campbell further added that the phone for Everyman is a ground no one has taken.


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