Cingular and BBDO/New York go the relatively long-copy route in a New York subway campaign, with refreshingly piquant results. The metro-reality-flavored ads are intended to come off like "New Yorkers talking to New Yorkers," says CD Steve Rutter. "When you have the chance to make a more personal connection with your audience, to prove to them that you as an advertiser know where they live, you should take it. So we came up with a fun hook: people in the New York area love a good bargain. Each story reminds the audience of a money-saving ritual and asks a simple question: If you love a bargain, why don't you have Rollover Minutes?" As for the creative approach, "subway and commuter train ads are ripe for longer copy," he insists, though such ads remain fairly uncommon. "People are looking for something to free them from the uncomfortable prospect of eye contact with a stranger. We've had fun watching people stare at these ads for a long time. We've even seen people on the subway actually walk down the car to read all the ads in the series."