BellSouth Looks for Better Brand Recognition

A television campaign breaking today in Louisiana and eight other states in BellSouth’s coverage area in-cludes testimonials from various pu-tative customers framed as “I want” statements.

The spots from Grey, New York, employ the new tagline, “Listening. Answering.” The work expands on a corporate effort that launched this month assuring investors and customers of the company’s stability and heritage. That effort was meant to draw a distinction between the Atlanta-based telco and others in the market, like Qwest and WorldCom, that have imploded this year.

In one ad, a woman jogger says, “I want everything from one place, not one thing from every place.”