MCI: LONG-DISTANCE ROMANCE



AGENCY: Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York
CREATIVE DIRECTOR: Ron Berger
COPYWRITER: Rich Roth
ART DIRECTOR: Phil Silvestri
DIRECTOR: Barry Young, Fahrenheit Films, New York
CLIENT: MCI
MCI puts rival AT&T on the defensive with a combination of humor and authenticity in a new campaign from Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York. Two spots introduce Friends Around the World Anytime, a low fixed-rate international calling plan. A third promotes a long-distance collect-calling service.
In ‘Marry Me’ a young Frenchman is thrilled when his American girlfriend accepts his marriage proposal, but agonizes over when to call France because, ‘I’m on AT&T . . . I have to wait until after 6 for the real discount.’ He vacillates for so long that his fiancee begins to doubt her decision. Copywriter Rich Roth says the mix of facts and laughs was the best way to ‘show off these services, their ease and their convenience.’
Copyright Adweek L.P. (1993)