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DIALING IT DOWN: Cellular One tones down the cacophony of the NCAA playoffs with the network debut of three commercials. The humorous spots contrast age-old forms of communication-telepathy, smoke signals and jungle drums-with the modern alternative of a national cellular network. Subtitles translate the voiceless communications. Cellular One planned to spend more than half its annual $6 million to $10 million media budget during the NCAA playoffs. Publicis, Dallas, created the campaign. Copywriter: Mike Fiddleman. Art
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