Cingular ‘Reflects’ on ROKR

NEW YORK Cingular Wireless will offer a riff of sorts on Apple’s iconic iPod ads in a TV, print, online and out-of-home campaign breaking this week for the Motorola ROKR phone, which is compatible with Apple’s iTunes online music service.

TV ads, via BBDO in New York and Atlanta, show twentysomething men and women walking. As they pass reflective surfaces, such as windows, mirrors or puddles, their images “rock out” to the music that is playing on their ROKR phones. The music stops when they receive calls. After a brief conversation, their alter egos are back to rocking out again.

The effort’s style and execution recall Apple’s “Silhouette” ads from TBWA\Chiat\Day in Playa del Rey, Calif., touting the company’s iPod music player.

ROKR’s print and outdoor ads feature an orange background with captions like “Kiss and Tell,” with “Kiss” written in the style of the logo of the 1970s heavy metal band. Another caption reads “Talk INXS,” referring to the popular 1980s group from Australia.

Marc Lefar, Cingular’s CMO, said the ads, aimed at 18-34-year-olds, “pick up on the equity” of both Cingular and Apple. Like Apple’s iPod ads, Cingular’s will feature up-and-coming musical artists, including The Faders and Bent Fabric.

The media budget was not disclosed.

Motorola developed the ROKR, and Cingular offers wireless service plans for the device.