BIG PUSH: MAKING THE CONNECTION

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Celebrities play themselves to play up features of Samsung PCS phones in a $10 million, six-week TV campaign from Samsung Electronics Co.'s Samsung Telecommunications America. Joan Rivers and daughter Melissa debate how it is Joan only ranks No. 2 on Melissa's 99-number redial. Dom DeLuise, hanging out in a deli, cooks up a story about his wireless phone in the campaign, created by Arnell Group Brand Consulting, New York. Ruth Westheimer, Jerry Stackhouse and Daisy Fuentes star in other spots. Director: Peter Arnell. Copywriter: Laura
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