Mullen to Relaunch Wachovia

BOSTON — Mullen is set to unveil its first TV campaign for Wachovia Corp.

The agency’s Winston-Salem, N.C., office, debuts the theme, “Uncommon wisdom,” in a series of 30- and 60-second spots breaking during Saturday’s broadcast of the British Open tournament on ABC. The campaign attempts to use everyday objects and activities to illustrate the merits of Wachovia’s securities division offerings.

One spot opens in an old-fashioned movie house showing a foreign film. “They’re not for everybody,” a narrator says. “It helps to speak the language.” The spot closes with the bank’s logo and the line, “Wisdom is everywhere. Uncommon wisdom is knowing how to apply it.”

Spending is estimated at $60-75 million. The campaign represents the bank’s first since it merged with First Union. Mullen, which has handled the Wachovia brand, bested Publicis & Hal Riney, San Francisco, for the combined business in a shootout held earlier this year.