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When Boone/Oakley developed its latest campaign for Dialog Telecommunications in Charlotte, N.C., everyone at the agency and client chuckled over the ad copy. “ell outh,” it read. “We’ve taken the BS out of phone service.”
BellSouth, which offers phone service in Dialog’s coverage area, was not amused, and it wrote a letter expressing its outrage. The Atlanta phone giant would sue Dialog, it said, if the billboards, TV and newspaper ads were not pulled.
Rather than pay the cost of a protracted legal battle, the upstart Dialog began removing the ads last week.
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