The Party Of Both Parts




Marketing Arm Teams Its Pippen, Ameritech
DALLAS–The Marketing Arm here has broken a campaign for Chicago-based Ameritech featuring Chicago Bulls forward Scottie Pippen in a meeting of two of the sports communications company’s clients.
“This is a rare example where we represent the player’s exclusive marketing rights and we represent the company as their sports marketing agency,” said Ray Clark, general manager of The Marketing Arm.
The TV commercial for Ameritech’s new Clearpath model shows Pippen “witnessing” his son’s big game via his cellular phone, since a Bulls’ tilt prevents him from being there in person.
The spot will air in the Midwest throughout the Bulls’ National Basketball Association playoff run.
“Our challenge was to create an ad that really accented how clear [Ameritech’s] service is, and to tie it back to the theme, ‘So clear it’s like you’re there,'” said Clark.
In the spot, Pippen calls his mother from the team’s locker room to find out how his son’s game is progressing.
His mother tells him “Little Pip” is at the foul line to attempt a game-winning free throw. He listens intently as the hushed gym awaits the shot. Pippen hears the swoosh of the net and the proud grandmother shouts, “He got it.” “I know,” Pippen replies. “I was there.”
Tim Staples, an account coordinator at The Marketing Arm, said the company had earlier pitched expanding Pippen’s longtime role with Ameritech into the cellular division. The shop is in discussions to add more spots to the campaign, he said.