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LOS ANGELES Having spent more than a year “getting to know the soul” of U.S. Cellular, Publicis & Hal Riney’s first work for the brand breaks today with the new tagline “Believe in something better.”
In the 60-second anthem spot “Spread the Love,” a tourist in a foul mood receives a cellphone call that brightens his day. His smile becomes infectious on the streets of several nations, until finally banner displays of smiles drop from buildings and raised window shades form a happy face.
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