‘Experience’ Counts in E-P’s Cellular One TV Spots

“Experience” is the watchword in Erwin-Penland’sfirst creative campaign for Cellular One.

Three television spots from the Greenville, S.C., agency broke this month in Alabama, Florida, Georgia and South Carolina. “Where experience makes the difference” is the tag.

E-P personnel, led by creative di-rector Mark Bazil, needed to position the company, which was purchased late last year by client Verizon Wireless, in a way that was consistent with its new parent but did not alienate existing customers.

Bazil said it will take Verizon another year to rebrand its Jonesboro, Ga., division. In the meantime, Bazil and copywriter Sean Trapani created an “evolutionary tagline” that could speak to both the old and the new brands.

“It was like doing competitive advertising against yourself,” said Baz-il. “We took what was common with both networks and moved from there.”

Shot in a variety of working spaces at Universal Studios in Orlando, Fla., the commercials show humorous situations in which experience counts.

In “Salon,” set in the theme park’s hair-and-makeup room, a woman treats herself to her first permanent. “Really?” squeaks the stylist. “Mine, too!”

A grease monkey offers leftover car parts to his customer in “Mechanic,” while a young disc jockey annoys the elderly with inappropriate music in “Party.” A fourth commercial, still in development, will be used for holiday and gift-giving promotions.

Each spot includes a separate 15-second “donut” for interchangeable promotional offers.

Interpublic Group’s Bozell in New York is responsible for Verizon Wireless’ national advertising. E-P handles the Bedminster, N.J.-based company’s $17 million Southern retail account.