One of three Cingular Wireless commercials by Goodby, Silverstein & Partners in Super Bowl XXXV, the minute-long "Artist" swerves away from cellphone carriers' typical boasts to focus on Dan Keplinger, an artist with cerebral palsy who appeared in the Oscar-winning documentary "King Gimp."
"The spot, showing his painful struggles to paint and speak, ended with a message as uplifting as it was startling, as he proclaims, 'I'm unbelievably lucky,'" New York Times ad columnist Stuart Elliott wrote, calling it the best of Cingular's trio. (See also "Touchdown Dance School" and "Dancer.")
"Wireless is evolving into a more emotional category," Cingular CMO Virginia Vann said in a press release announcing the collective campaign earlier in January. "Choosing a wireless carrier will become more of a branded decision as technologies blur and purchases are rooted in deals. As the 'newest brand' in the field, we see an opportunity to separate ourselves from the pack by being the first company to emotionally bond with our consumers and present Cingular as a more aspirational choice for their communication needs."