To shake off its local phone company image and prepare for the more competitive California marketplace, Pacific Bell next week launches a $15 million to $20 million humorous advertising campaign tagging itself "The Pacific Bell Network. How will you use it?" The television and radio spots feature movie actor Chris Eigeman as "The Pacific Bell spokesperson" who finds himself in humorous situations, such as using his calling card to dig for earthworms or being chased by dogs wearing pants, but always manages to complete his pitch. Print and transit advertising campaign employ a gentle humor to spotlight several key products, such as ISDN lines and telecommuting products. "While the humor serves to heighten consumer interest in Pacific Bell's advertising, the competitive challenges facing the company are anything but funny," said Vicki Hayden, marketing communications vice president. Goodby
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