Cingular Wireless L.L.C. began a new advertising campaign that includes links to recently acquired AT&T Wireless Services Inc. and represent the carrier’s new position as the nation’s largest wireless operator. The campaign, which was created by BBDO Atlanta and BBDO New York, is set for national television, national and local newspapers, radio and the Internet.
The campaign will include a new tagline: “Raising the bar” that is similar to the “How many bars do you have?” campaign AWS used prior to its acquisition by Cingular that closed earlier this week. Cingular will also unveil an update to its existing orange logo that will now be followed by the word Cingular written in blue, which was the color used by AWS in its advertising.
Marc Lefar, Cingular’s chief marketing officer, also noted that the carrier will refer to its newly enhanced network as the “Allover” network in the advertising campaign as a way to “clearly communicate a real improvement in network and service quality.”
Cingular said the initial broadcast advertising will include an animated version of its “x” logo and AWS’ logo, which the carrier said would allow it to effectively make transitional use of the AWS brand. To further illustrate the merging of their operations the initial commercials will include a morphing of left-handed Major League Baseball pitcher Randy Johnson and right-handed pitcher Roger Clemens.
Cingular and AWS reported an agreement earlier this year with AT&T Corp. that would allow Cingular to use the AT&T brand for up to six months after the closing of its acquisition of AWS. AT&T is expected to begin using a version of the AT&T Wireless brand for its own wireless service set to launch next year, which will use Sprint PCS’ network through a mobile virtual network operator agreement.
