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Lowe Lintas & Partners launched its final campaign for SBC-Ameritech over the weekend with new work for Digital Edge cellular technology.
The agency won the project promoting the Midwest launch of SBC Wireless’ enhanced digital technology in a pitch with Ameritech’s incoming shop GSD&M, sources said.
In February, the San Antonio, Texas, client consolidated the Ameritech business at its roster agencies. GSD&M, which was awarded media buying on the $85 million account in January, will pick up the bulk of the business.
The Digital Edge work from Lowe Lintas & Partners takes a brand building approach focusing on the benefits of cellular technology rather than promotional rates and price points, sources said.
Three planned television spots in the $10 million, fully integrated campaign that launched Sunday take a light look at everyday situations.
One shows a nail in the middle of the road being barely missed by passing cars.
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