MCI Communications Corp.
breaks a national broadcast campaign Friday featuring Whoopi Goldberg touting a new service called Automatic Circle Savings, an enhanced version of its Friends and Family discount program. Messner Vetere Berger McNamee Schmetterer/Euro RSCG handles. In the ads, Ms. Goldberg is surrounded by chorus boys dancing and singing about MCI's simple savings plan. "In the past it's been AT&T and MCI trying to define the long-distance marketplace," said William Pate, MCI's director of advertising. "Now we're going to focus on entertaining the consumer, taking our approach to another level."