Cingular Breaks Ten New Spots, Shifts Strategy

NEW YORK Cingular Wireless broke new TV work on Sunday under the tagline “Cingular fits you best.”

The work from BBDO in New York and Atlanta, which won the account in 2000, is a shift in strategy: from a brand campaign that emphasized personal expression with the tagline, “What do you have to say?” to one in which the company’s specific service offerings are highlighted. Print broke in February publications.

There are about 10 spots so far in the campaign, with several of them breaking Sunday during King of the Hill and Malcolm in the Middle on Fox and the Big Ten Championship and the NCAA Basketball Championship Selection Show, both on CBS. Work will run on ational networks and on spot network and cable TV. BBDO sibling OMD handles media.

The campaign takes a testimonial approach in which “real people” address the camera about how Cingular’s services fit their lifestyles.

Cingular spent $430 million in measured media in 2002, per CMR, third behind Verizon ($730 million) and AT&T Wireless ($615 million).