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Ericsson this week launches the second round of a consumer awareness campaign for its cellular phones.

The ads, created by Young & Rubicam-affiliate Creswell, Munsell, Fultz & Zirbel, Cedar Rapids, Iowa, focuses on people needing their cellular phones when in unusual situations. The campaign will run on cable and network TV, in print and outdoor.

The newest spot features a couple searching for UFOs in the desert when, out of nowhere, a flying saucer appears. The tagline: "Honey, where's the Ericsson cellular phone?" Earlier spots featured the same couple.


"When life gets a little crazy, there will be some odd situations where you will need your cellular phones," said Mike Parker, VP-marketing.

Ericsson focuses most of its marketing on business customers, supplying handsets and equipment to cellular and PCS service providers, including AT&T Wireless and Sprint Spectrum. Although the company doesn't sell actual cellular service, it does sell its phones in stores like Best Buy and Circuit City.

"We've made a commitment to create better brand awareness among consumers," Mr. Parker said. "Consumers should be walking into stores requesting Ericsson phones .*.*. We want to be a household word."

Ericsson also has created a Web site ( to communicate with customers and has begun citing the URL in its ad and marketing materials.


Earlier this summer, Ericsson became the sponsor of Ericsson Stadium, home of the National Football League's Charlotte Panthers expansion team in North Carolina. The equipmentmaker has sponsored Nascar racing cars as well as events in both the PGA and the LPGA.

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