Publicis-Cellular One Effort Gives Net Top Billing

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Publicis Dallas has created a new campaign for Cellular One that emphasizes the wireless-phone provider’s dot-com presence.
Two TV spots for the telecom, based in Dallas, broke last week and will air until the year’s end. The commercials are appearing on the Comedy Central, Nickelodeon, MTV, A&E and VH1 cable networks, as well as on National Football League telecasts in the fall.
The budget for the campaign was not disclosed. Cellular One spent about $23 million on advertising in 1999, according to Competitive Media Reporting.
“Death Row” and “Space Walk,” both 30 seconds, use offbeat humor as the payoff in two tense scenarios: a condemned man being led to his execution and two astronauts performing a repair in outer space.
Publicis Dallas co-chairman and chief executive officer Seth Werner took a hands-on part in the productions as copywriter.
“I like to stay involved,” said Werner.




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