Rural Cellular Breaks National Campaign

BOSTON Kelliher Samets Volk has launched a nationwide campaign touting Rural Cellular’s Unicel wireless service.

Ads show people solving unexpected problems and miscommunications via Unicel technology. In one ad, “Deli,” an older Russian woman discusses lamb shanks with a butcher. “Room to Maneuver” shows two blue-collar types philosophizing over their “ideal relationship.”

Tagged “The way wireless should be,” three 30-second TV spots attempt to “shift away from the teen market that the rest of the industry is obsessed with,” said Yoram Samets, managing director at KSV in Burlington, Vt. “Instead, Unicel sees a huge opportunity in trying to reach grown-up users by delivering sensible, no-nonsense technology.”

Bill Drew and Todd Gallentine served as creative directors on the effort for the Alexandria, Minn.-based client. Kevin Smith directed.

Campaign spending is undisclosed. The company spent less than $1 million on advertising last year, according to Nielsen Monitor-Plus.

—Adweek staff report