Bell Atlantic starts 'wild' campaign

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Bell Atlantic unveiled its first integrated advertising and marketing campaign since it took over Nynex. The ads created by Lord Group, New York, will use Maurice Sendak's 34-year-old classic children's tale "Where the Wild Things Are" and its characters in the first ever mass-media advertising use of the monsters. James Earl Jones will continue to be the voice of Bell Atlantic with the new tagline "Wild things are happening." Unbranded outdoor teasers in key Bell Atlantic markets begin this week. The Bell Atlantic brand will be added Oct. 13 along with a 15-second TV spot. On Oct. 27, the full campaign breaks with print and new 30- and 60-second TV spots. Spending was not disclosed.

Copyright October 1997, Crain Communications Inc.

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