SunCom TV Debuts in the South

Gotham’s new campaign for AT&T wireless partner SunCom breaks this week.

Six television spots, the leading edge of a $15 million, six-month effort, will begin airing in Louisiana, Arkansas and Tennessee. Radio, print, outdoor and collateral are also in development.

The ads, themed “What’s Your Number?” position SunCom, a division of TeleCorp PCS in Arlington, Va., as a cost-effective provider of local, regional and national wireless service.

“Wireless companies are drowning in a sea of sameness,” said Phil Balshi, executive vice president and creative director at the New York agency. “To create a splash, we made individual users the embodiment of each plan.”

Each plan’s pricing structure is represented in the ads by a specific character. “Bo,” a blues singer, represents the regional plan. On the road, Bo “jams” on his wireless phone as well as his guitar.

“Gus,” a tornado chaser who’ll “follow a twister anywhere,” represents the national plan.

Balshi, associate creative director Kenny Evans and producer Carol Gersten developed the campaign. Jeff Bednarz in Dallas directed the commercials.

“These new spots highlight our commitment to simplicity,” said Seth Farbman, director of marketing communications at SunCom, “while lighting our new pricing structure.”

Media plans call for the television campaign to eventually roll out in Wisconsin, Iowa, Missouri, Indiana, Kentucky, Alabama, Mississippi and Texas.