One of the two TV spots features the new, metallic Nokia 8860 and the other shows Motorola's flip-open StarTac with its organizer accessory. Radio and newspapers also are being used.
Created by Margeotes/Fertitta & Partners, New York, advertising continues the branding message the agency first created for SunCom in June.
"We talked about how much of the holiday message should be in these new spots," said Alison Gragnano, Margeotes' group creative director. "We stayed away from a strong holiday theme and focused on continuing the brand message and the two new phones."
The ad tagline is "We get it."
$20 MIL BUDGET EXPECTED
These latest ads are part of SunCom's initial $8 million push for the second half of 1999; the company's budget is expected to reach $20 million in 2000.
SunCom is the brand name of Triton PCS, which operates in 15 cities with more than 100,000 customers. The ads will run in Georgia, North Carolina, South Carolina, Tennessee and Virginia through mid-January.
A member of the AT&T Wireless network, SunCom is a regional wireless provider. However, it recently completed an initial public stock offering that raised $192.5 million. Some of that capital will be used to expand to other states.
The new ads target men and women ages 25 to 54 who either already use a wireless phone and would consider a switch to SunCom or who may be looking to purchase wireless service for the first time.
"These spots are more cavalier" than the initial branding work, said Kim Adams, account director on SunCom.