EMM Breaks Rules for Telco-Excel

SFX Flash for 10-10 Long-Distance Service Destroys Rivals’ Regs
ATLANTA–In advertisements, like in movies, special effects work best when they supplement the narrative, not replace it.
EMM Creative of Bethesda, Md., kept that rule in mind when it crafted the fourth and fifth TV commercials in a national campaign for Telco-Excel Communications. The effort promotes the Chantilly, Va., company’s discount long-distance service 10-10-297.
Both spots are called “Fine Print.” In each, phone customers complain about the numerous disclaimers and restrictions that lurk in rivals’ 10-10 ads and lead to extra fees.