Centennial Pushes Local Plans

Centennial Wireless suggests that most of its customers don’t need nationwide calling plans in a holiday campaign from CVR/MARC.

The first of three spots from the Indianapolis shop broke yesterday in the Fort Wayne, Ind.-based client’s markets across six states: Indiana; Louisiana; Michigan; Mississippi; Ohio; and Texas.

Two of the commercials feature Santa Claus touting the benefits of a Centennial Wireless phone. In one, Claus meets with a Centennial employee.”So you have friends and family all over the country, but you only leave your hometown once a year,” the employee says, advising him that he does not need a nationwide calling plan.

In concentrating on the use of the phones for local calls, the spots push a message that Centennial is more personal than its competitors, which include Sprint, Verizon and Voicestream, said Bryan Hadlock, the shop’s creative director.