Publicis Talks Up T-Mobile's Minutes

LOS ANGELES Publicis Group’s Publicis West has launched a television and print campaign introducing T-Mobile’s new “Whenever minutes” rate plan, the agency said.

The Seattle-based client has already established itself as “a value player” among wireless-service providers via its core campaign spots, according a Publicis representative. The current effort draws even more attention to this by highlighting the “massive amount of ‘Whenever minutes’ offered” in a humorous way, she said.

Each of the three 30-second TV ads is set at the fictional “T-Mobile Testing Center,” a Senate-like venue designed to “replicate real lab conditions,” said Publicis West executive creative director Bob Moore.