Deutsch Rolls Out New MCI Campaign

NEW YORK — MCI has introduced a new phone service offering unlimited nationwide calling for a monthly flat rate that it has branded “The Neighborhood.”

A campaign from one of its creative agencies, Deutsch in New York, breaks today in print and broadcast media. A two-page print ad in USA Today asks, “Does ‘I love you’ mean more during peak hours?” Other publications that will carry the ads include Entertainment Weekly, People, Time and Sports Illustrated.

A 60-second spot called “Anthem,” broke this morning on NBC, ABC and CBS and runs again tonight on those networks during prime time and on cable. The spot, shot in black and white, shows closeups of people talking on the phone, but focuses more on the range of what they’re expressing — from ordering pizzas to saying “I love you.”

The Neighborhood is available in 32 states.

In February, the Arlington, Va.-based client awarded all MCI-branded products and The Neighborhood (with combined estimated billings of $100 million) account to Deutsch without a review from Messner Vetere Berger McNamee Schmetterer/Euro RSCG. The latter agency continues to handle MCI’s B2B and unbranded assignments.

The telecom spent about $290 million in media from January to November 2001, per CMR.

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