Moroch Debuts Uniden Phone

New print ads for Uniden America Corp. use racy humor to introduce the company’s latest cordless phone.

In one execution by Moroch Leo Burnett USA in Dallas, a sleezy-looking older man smiles smugly with a seductive, leggy woman holding his arm. Copy reads: “Proof that when you’re powerful you don’t need a big antenna. Uniden’s new 5.8 GHz PowerMax is the most advanced cordless phone ever. It’s got jaw-dropping good looks and enough range to make a grown man cry.”

Another ad compares the features of the phone (sleek build, won’t empty your wallet) to a sexy woman (sleek build, demands personal trainers and ski holidays in Vail). Additional text states, “Okay, both would look great sitting next to you on the couch.”

A third ad is less irreverent: It showcases a stylish couch planted in an open room with copy that reads, “Makes a powerful design statement.”

“We like funny because we think people will retain [the message] better,” said client director of marketing Larry Johannes. “And when you’re talking about cordless phones, sometimes it’s hard to separate yourself.”

Jim Sykora, executive creative director at Moroch, said advertising messages were designed to match specific publications. The work will appear in the November and December issues of Maxim, Business Week, People, Vanity Fair, Elle Décor, In Style and Connected Home.

“Uniden wanted to be bold in this campaign because it needs to get a lot of attention quickly,” Sykora said. Timing was an issue, he said, as Uniden enters its key selling season and with competitors likely to introduce 5.8 GHz phones.

Vtech is the only other phone manufacturer using the latest technology, said Johannes. Uniden’s new models hit the shelves next week.

Though the ads skew toward men, Johannes said Fort Worth, Texas-based Uniden is trying to reach an even split of male and female readers. “It’s not just selling a phone in this campaign but also our brand,” he said. “Part of our core value is we try to make our products feel like they’re fun.”

Uniden’s last major advertising push was in 2000 for two of its phones. The company spends 80 percent of its advertising dollars on co-op deals with retailers, according to Johannes.

Uniden was among the clients Sykora brought to Moroch when that shop acquired his Dallas-based Coffee/Black Advertising in June.