Clemens, Johnson Help Cingular ‘Raise the Bar’

NEW YORK Cingular Wireless today unveils a TV and print campaign from Omnicom Group’s BBDO that touts its merger with AT&T Wireless, which was completed this week. The ads emphasize the wider array of services now available through the combined company, an agency representative said.

The first spot “fuses” together star hurlers Randy Johnson and Roger Clemens into one larger, more powerful baseball pitcher. The scene is designed to illustrate the communications benefits and expanded power of the combined entity. Spots close with AT&T’s familiar blue-globe icon morphing into the top dot of Cingular’s orange “jack” symbol.

The new tagline is “Raising the bar,” which replaces the previous “Fits you best.” That theme had focused on varied customized calling plans.

One source estimated media spending over the next year at more than $1 billion. Last year, Cingular spent $630 million on ads and AT&T Wireless spent $800 million for a combined total of $1.4 billion, per TNS Media Intelligence/CMR.

BBDO’s offices in New York and Atlanta worked on the campaign.

WPP Group’s Ogilvy & Mather had handled AT&T Wireless advertising before the merger.