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Mandala in the Clear

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Ads Celebrate Cellular One as Static-Free
LOS ANGELES-The Mandala Agency continues its brand-building efforts for Cellular One in the
Northwest with a new campaign stressing the wireless carrier's "Clearly superior" service.
Three TV spots visualize the idea that Cellular One takes the static-the general hassle as well as actual interference-out of its customers' wireless experience.
All three commercials begin with a screen full of static. In one, a James Brown tune starts up as a squeegee proceeds to wipe the screen clear, revealing a message in heavy block text: "Don't take any static."
The other two ads deliver similar messages, with a riding lawn mower and a harvester cutting the static to the sounds of classical music.
The spots include the Cellular One logo and tagline, "Clearly superior," and can be cut to include price promotions. But the focus is the brand message, said Brian Bowler, chief executive officer and creative director at the Bend, Ore., agency.
"This client has always had a good sense of brand building," he said. "If you're not careful, advertising in this category can very easily become promotions-driven. But then you're building a brand on price, which is always a foolish idea."
The agency had a limited budget to work with, which "puts the pressure on the idea" to be good, Bowler said.
The spots broke in nonmetro Oregon and Washington in late May, and are airing in rotation. Radio, print and outdoor ads are also running.