The second phase of SBC's estimated $100 million effort to tout its range of services breaks today with three spots from Omnicom Group's GSD&M.
The San Antonio-based client, which spent $720 million-plus on ads in the U.S. last year, according to TNS Media Intelligence/CMR, has "matured to the point where we can't afford to do individual product advertising that's unrelated to each other," said vp of advertising and sponsorships Rick Welday. The nation's second-largest local phone company (after Verizon) moved to a single ad theme that "has continuity and is strategically sound."
The strategy was launched last month with the first three spots in the campaign, which also includes print, radio, online and outdoor.
Although different spots in the campaign tout products such as DSL and long distance, they are linked by the tagline, "One more way we bring it all home."
One new effort features a town of residents who have talked on the phone so much they are hoarse. A cheerleading squad can barely be heard, for example, and a pastor is nearly inaudible. A voiceover says, "Talk till you can talk no more. With SBC's All Distance service."
Two other spots promote long-distance packages via a split screen that shows two people talking on the phone. Each speaks just a few words before the voiceover says, "Go ahead, have the whole conversation."
GSD&M in Austin, Texas, landed SBC's product business without a review in February after the client split with Omnicom's Goodby, Silverstein & Partners, San Francisco.