Publicis Pulls a Fast One for T-Mobile

SAN FRANCISCO Publicis in Seattle has added another humorous spot to its T-Mobile campaign portfolio, showing family members talking at ridiculous speeds to save minutes on their limited wireless phone plans.

The spot, “Auctioneer,” launched nationally Wednesday on network, cable and spot TV, according to the Publicis Groupe agency.

In it, a husband and wife furiously bark out items on a grocery list, a teenager negotiates with her dad to extend her curfew and a son at swim practice makes a high-speed plea for a ride home.

Working in Los Angeles, the agency auditioned more than 200 people for each role and finally selected four who could read fast enough for the spot, the creatives said. The agency also hired a full-time auctioneer to work with the actors in delivering their lines.

This spot is the first in a series of about five others that will break nationally in the next six to eight weeks, said Bob Moore, ecd of Publicis, Seattle.

This ad targets families who are frustrated with the high costs of wireless, according to an agency representative. The spot capitalizes on T-Mobile’s existing “Get more” campaign, but this includes an addition to the tagline: “Get more minutes.”

T-Mobile is Publicis in Seattle’s largest client, spending nearly $275 million on advertising annually, per Nielsen Monitor-Plus. Its U.S. operations are based in Bellevue, Wash.