US Cellular Spread the Love

US Cellular have a five spot television advertising campaign, directed by Garth Davis, demonstrating the wide range of emotions linked with the telcom company’s positive community engagement. The new positioning is claimed to be the first of its kind in the wireless category, which generally positions players based on price and size of network. The campaign aims to infuse emotion and humanity into a typically rational category, focusing on value and asking customers to choose a wireless company based on shared values instead of price.

Man shrugs with a smile in US Cellular television commercial

Spread the Love

A man receives a welcome phone call walking and talking throughout the city, feeling genuine “connection” to those around him.

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Wind Kiss

Ever wonder how you just know someone was about to call?

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Free Falling

How long does it take to learn to fall out of a plane? To learn to fly that plane? To get back in after free falling? To run a Telco business?

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US Cellular is calling for an end to a world that makes do with shrugs.

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Drum Roll

A call about to happen leads to first one then many drum rolls… Look out for the squirrel, perhaps from an earlier Garth Davis spot filmed for Maureen?

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The Spread the Love campaign was developed at Publicis & Hal Riney, San Francisco, by chief creative officer Roger Camp, art director Rich North, copywriters Adam Koppel, Ned McNeilage, Kathy Hepinstall, Paul Mimiaga, account directors Kathleen Foutz and Dana Rabband, and agency producer Deb Chin.

Roger Camp explains the distinctive approach being taken here, in comparison to most wireless providers. “The new positioning plays on what makes U.S. Cellular different than other wireless providers – its focus on treating people really well. Whether that means customers, partners or employees. This is definitely a new approach, but the category is more than ripe for it. Especially since the wireless industry is inherently about connecting people.”

Filming was shot by Garth Davis via Anonymous Content with producer Karen Sproul, executive producer Andy Traines, head of production Sue Ellen Clair, director of integrated production David Verhoef.

Editors were Hank Corwin and Paul Martinez at Lost Planet

VFX was done at The Mill and Elephant Post ((Lost Planet’s In-House VFX), by executive producer Andy Traines and head of production Susan Murphy.

Colorist was Stefan Sonnenfeld at Company 3.

Music was arranged at Musikvergnugen.