Kilgannon McReynolds Launches SouthernLinc

ATLANTA The Southern Co. introduced an advertising campaign Monday for its wireless subsidiary, SouthernLinc, that includes a new name and a redesigned logo, the company said.

The ads introduce the SouthernLinc Wireless name and new logo, a circle encompassing a flowing green “L.” Previously, the subsidiary shared the parent company’s logo.

Created by independent Atlanta shop Kilgannon McReynolds, the television, radio and print work will run in Georgia, Alabama, Florida and Mississippi, the four states where the service is available. The media budget for the campaign was not disclosed.

The humorous broadcast ads feature Bob, who is so frustrated with his wireless provider that he starts his own company by building a transmission tower in his backyard before realizing that SouthernLinc Wireless can solve his problems.

The print ads are in black and white, except for the green logo, and depict people from unusual angles.

SouthernLinc Wireless covers 127,000 square miles in the four states. The Southern Co. is based in Atlanta and provides electricity to more than 4 million people in those four states.