FCB Touts ‘Freedom’ Of Wireless

Foote, Cone & Belding uses the theme of “Freedom” in its first TV work for AT&T Wireless Services, the nation’s leading provider of wireless communications.
A 30-second spot from FCB, San Francisco, breaks nationally today, touting AT&T’s new “digital one rate” calling plan.
TV ads, which have no tagline, will make up the bulk of the campaign, which is backed by over $50 million in ad support, said sources. The new spots follow a print campaign from FCB which broke in late May and employed the “It’s all within your reach” tagline developed by the client’s former shop, McCann-Erickson, San Francisco.
The Kirkland, Wash.-based client’s goal is to get customers to make all of their calls from cellular phones, according to Greg Sieck, FCB vice president and group management supervisor. The launch spot, which follows a wireless call across the U.S., ends with a voiceover: “The rate is so low, it can make your wireless phone your only phone.”
The spot will air for two weeks, and will be followed by two new 30-second spots later this month, said Sieck.
FCB picked up the estimated $90 million account last November.