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The spot opens on a suited man on top of a skyscraper sending flag signals to his wife – who is standing on top of a car roof signaling back. ‘Happy Birthday Darling’ spells out hubby. ‘You remembered!’ is wife’s reply. Says the voiceover, ‘What does your family have to do to stay in touch? . . . The first truly affordable mobile phone plan, specially priced just for families.’
The ad was produced in less than three weeks, says senior account executive Jamie Slotten, after Ameritech decided to take a more aggressive stance in the Midwest where it operates. ‘We wanted to show how communication has been complicated with dual-income families, and how people have trouble talking to one another,’ says Slotten. ‘This was a way to exaggerate those difficulties, and to provide a simple solution.’
Copyright Adweek L.P. (1993)
