Creative: Emotion and 'free speech' play key role

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WorldCom's MCI Group wanted to bring the Neighborhood to market with emotional advertising, conveying "revolution, stature, bigness, importance and humanity," said Kathy Delaney, managing partner-executive creative director at Interpublic Group of Cos.' Deutsch, New York.

The agency developed a campaign emphasizing freedom of speech. The effort includes 30- and 60-second TV spots, print, online and radio ads, a database-building Web site (www.theneighborhood.com) and customer-acquisition direct-mail pieces.

The service "gives people back their right of free speech, their ability to say `I love you' either at 10 p.m. or on the weekend or during the weekday at 2 p.m., which would usually be the most expensive," said Ms. Delaney.

The black-and-white 60-second ad shows close-ups of people spurting phrases including "I love you" and "I would like to marry your daughter," followed by a voice-over that says, "All words are created equal. The power to use them is our right as humans." All elements are tagged "The Neighborhood. Built by MCI."

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