KSV Takes 'Grown Up' Approach for Unicel

BOSTON Kelliher Samets Volk had lacunhed a nationwide campaign touting Rural Cellular Corp.’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.”

A trio of 30-second TV spots tagged “The way wireless should be” attempt to “shift away from the teen market that the rest of the industry is obsessed with,” said Yoram Samets, managing director at independent agency KSV in Burlington, Vt.