Southwestern Bell

1997. Before AT&T reabsorbed the baby Bells. Back when "mobile" was called "wireless." In those days, the ads were all about the promotion du jour. Free minutes! Free nights and weekends! Free calls to friends and family! The problem was how to make SWB stand out when all their competitors were shouting identical promotional offers. This spot weaves the promotion into a charming story that demonstrates how mobile phones make life better.