Bell South Pushes Bundled Services

Bell South is placing an estimated 40 percent of its ad budget behind the first campaign promoting its new bundled services.

A TV, print and radio effort from darkGrey tagged “Half of what you need isn’t enough” breaks Thursday in the Atlanta-based utility’s nine-state region. DarkGrey’s New York and Atlanta offices share the client’s $120 million account.

BellSouth received approval for its long-distance service from the Federal Communications Commission effective in January. That service is now bundled into packages that include local calling, wireless through Cingular Wireless and high-speed Internet access from BellSouth FastAccess.

One set of spots shows a family-fun center where everything is half of what it should be, such as go-carts that have only two wheels.