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U.S. Cellular has inked a multiyear contract with actress Joan Cusack to star in advertising, starting with a fall campaign from Doner, the company said.
It is the first time the Chicago-based wireless service provider has used a celebrity endorser for advertising, said Peter Cremer, U.S. Cellular’s director of brand development. “We used stars as voiceovers, but never as a personality, as a face on our brand,” Cremer said.
U.S. Cellular’s ad spending was estimated by sources at $40 million.
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