Doner Helping U.S. Cellular Evolve

TV Spot Suggests Crafting Company’s New Logo Was Child’s Play
DETROIT–Doner has created a new campaign for U.S. Cellular that features the company’s new logo and modified name.
Formerly known as United States Cellular, the company shortened its moniker to U.S.
Cellular as of May 1. “It’s what a lot of consumers were calling us all along,” said Peter Cremer, director of integrated marketing communications at the company.
The wireless communications firm was previously known as Cellular One in parts of Wisconsin and northern Illinois, but is switching to the U.S. Cellular name there, as well.
A 30-second TV spot breaks May 10 to announce the name change and new logo. The logo was created by Addison, a San Francisco design company, Cremer said. Along with the spot, Doner has created newspaper, radio, point-of-purchase, direct mail and outdoor ads. The campaign runs through June, Cremer said.
The TV spot, titled “Kid Designer,” features a small child who saves the day by coming up with the new U.S. Cellular logo during an ad agency brainstorming session. The spot was inspired by a real-life experience that occurred when Mike Rutka, Doner’s creative director on the account, brought his two daughters into the agency’s offices over a weekend. Picking up a pen, one of the children copied the freshly created U.S. Cellular logo.
The spot has a “friendly and approachable” feel, which is the kind of association the U.S. Cellular brand wants to have, Cremer said. “It gets across a very subtle message in what’s still a very interesting way,” he said.
The logo was designed to update the company’s image, Cremer said. “It’s concise and simple and, we feel, much more impactful,” he said.
U.S. Cellular, which is headquartered in Chicago, is the 10th-largest wireless company in the country, with operations in 143 markets in 25 states. The company spends an estimated $30 million on advertising annually.