A Stronger Brand I.D.

A television campaign breaking today in nine Southeastern states in BellSouth’scoverage area includes testimonials from “customers” framed as “I want” statements.

The spots from Grey, New York, employ the new tagline, “Listening. Answering.” The work expands on a corporate effort launched this month that assures in-vestors of the company’s stability.

That effort is meant to draw a distinction between the Atlanta-based telco and others—like WorldCom—that have imploded.

In one ad, a woman jogger says, “I want everything from one place, not one thing from every place.”