T-Mobile Breaks Sidekick Campaign

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LOS ANGELES T-Mobile’s multimillion-dollar spokeswoman Catherine Zeta- Jones gets upstaged by a cartoon in Publicis in the West’s new work for the telco. The cable TV and online effort for the Bellevue, Wash.-based client features Japanese anime touting an all-in-one wireless device that works more like a personal digital assistant than a cell phone.

The effort is for T-Mobile’s color-screen Sidekick, which features Web browsing, e-mail, AOL instant messaging, phone and digital imaging capabilities.

The campaign is the brainchild of Publicis interactive art director Lazaro Cangas.



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