KSV Unveils National Push for Rural Cellular

boston—In a national broadcast campaign, Rural Cellular portrays cell phones as an everyday necessity no matter where you live. The effort, from Kelliher Samets Volk, debuts the tagline, “Part of life here.”

“We took a slice of life—people shopping and running errands—to show that, even in tiny towns, people are busy, and they still need to stay connected,” said Bill Drew, creative director at the Burlington, Vt., agency.

A 30-second spot opens at a small-town grocery store. A voiceover says, “In our town, 5 p.m. is a busy time. Basketball practice is running late, someone needs a ride home, plans are made and canceled. There are exams to study for, and there’s always one last thing to pick up. It’s 5 p.m., and wherever life takes you, we’ll be there, ready to help, anytime you need us.”

At the end of the spot, a woman at the store takes her ringing phone out of a grocery basket and answers it.

Another commercial, which is currently in production, focuses on a carpenter working on a roof, a cell phone attached to his tool belt. A third ad is in the works for the end-of-the-year holidays.

Rural Cellular, based in Alexandria, Minn., owns and operates several wireless brands in rural markets in the Northeast, South, Midwest and Northwest, including Cellular One and Unicel. Last year, the client spent less than $1 million on advertising, according to CMR.

The company is seeking to compete with Cingular and Verizon Wireless in rural markets, said Drew.

The new spot recently broke in the Northeast on major networks and select cable stations, with other markets to follow. The campaign targets potential customers who are considering whether to purchase a cell phone.

Agency credits for the campaign include Tom Baginski as art director and Yoram Samets as senior brand manager.