Publicis Rebrands VoiceStream

VoiceStream, the sixth-largest wireless-service provider in the U.S., breaks an estimated $100 million cam paign this week starring Catherine Zeta-Jones.

The effort, from Pub licis in the West, Seattle, rebrands the company as T-Mobile. The name change follows Deutsche Tele kom’s acquisition last year of VoiceStream and Powertel. The client’s tagline, “Get more from life,” remains.

Zeta-Jones replaces Jamie Lee Curtis, and appeals to a younger audience, said client svp of brand marketing John Clelland. T-Mobile is targeting customers 18-34, rather than the 18-49 market pursued by Voice Stream, he said.

With Zeta-Jones, T-Mobile is using “a more overt sense of humor,” said agency co-president and executive creative director Bob Moore.

Three 30-second TV spots break this week in California and Nevada. They will go national on Sept. 2 on network and cable TV.

Ads aim to show how Voice Stream pro ducts change people’s lives. In each spot, the scene freezes as Zeta-Jones helps solve a problem.

A spot touting WorldClass trans atlantic service has an American tourist tell ing a Czech woman that he can’t go with her to Venice because he has a dog at home. Zeta-Jones helps him use his phone to ask a friend in New York to watch the dog.

Two other ads promote T-Mobile’s basic rate plan. In one, a woman sees an Italian man in a café and calls a language institute to learn the translation of the line, “Now be a good boy and come over here and sit on mama’s lap.”

Radio, print and outdoor executions are also in the mix.