SunCom’s ‘Time to Shine’ on TV

The Tombras Group breaks the first television campaign for SunCom this week, continuing the telecom’s launch in four Southeast states.
The Knoxville, Tenn., shop acquired the account last year, but has been operating “below radar . . . [until] we had something to show for it,” said agency president Charlie Tombras.
The Tombras Group is responsible for creative and media duties while sister company Atkins Public Strategies provides public relations support.
Neither Tombas nor the Jackson, Miss., client’s vice president of marketing, Alan Crancer, would divulge billings. Competitive Media Reporting cites ad spending through October 1999, the company’s first year, at $7.3 million. Crancer said the new television campaign would increase the 2000 budget.
The launch commercial contains a variety of seamless transitions from one scene to another. For example, a businessman walks past a artist, whose canvas turns into a girl on a swing. The overall effect presents a SunCom
customer’s wireless life as a continuous flow of communication.
The TV campaign’s tag, echoed in print, outdoor and radio: “It’s your time to shine.”
SunCom, a division of AT&T Wireless’s Tritel Communications, serves metropolitan markets in Tennessee, Alabama, Kentucky and Mississippi.