Verizon Taps Tweet

The singer Tweet stars in a new campaign from GlobalHue for Verizon Wireless’ Freeup pre-paid cellular service.

The wireless company signed a one-year deal with the singer last month and immediately set about getting her on air. Verizon will sponsor her summer tour, and her music will be used in all aspects of Global- Hue’s campaign, said Juan Roberts, evp and creative director at the Southfield, Mich., agency.

GlobalHue has handled the wireless company’s general-market ef forts for Freeup since its launch last summer. The agency also handles work targeting African Americans and Hispanics for the entire company. The account is estimated at $5 million.

The national campaign for Freeup runs through the summer and is aimed at 16-24-year-olds. “Technol ogy in a young person’s life is intrinsic,” Roberts said. The work touts Freeup’s offer of a phone with the latest functions, such as text messaging.

A 30-second TV spot that broke last week uses music from Tweet’s second single, “Call Me.” Print will run in Vibe, The Source, Rolling Stone, Teen People, T&W Skateboarding, ESPN Magazine and Cosmopolitan later this year.

The spot includes footage of Tweet sing ing interspersed with “a classic boy meets girl” story, Roberts said. She gets a Freeup phone in a box and begins receiving calls from a secret admirer. He directs her to a club, where they finally meet, each closing their Freeup phones in unison. The tagline is, “Join in.”

“This spot is a little sexier than most phone spots,” Roberts said. “But it’s not over the line as far as how young people dress and their lifestyles.”