Shot partly on a film set, a climber encounters teachers, businesses,
and families during her climb up the faux “tower.” Watch the video.
As part of an ongoing ad campaign, UScellular is working to rebrand itself as the carrier that is part of the local community, reports AdWeek. UScellular is jockeying to position itself as “America’s locally-grown wireless” by highlighting its involvement at the local level.
“We view our community-based approach and our local expertise as a strength,” said Verchele Roberts, the company’s Vice President of brand management. “As we’ve continued to build on our founder’s vision, we pride ourselves on creating a national network tailor-made for the communities we support.”
Droga5, UScellular’s new agency partner, brought Accenture Interactive on board to help rebrand the carrier. The make-over started with a fresh new logo, highlighting the “us” aspect of the company’s name. A television ad drives home that point by featuring a tower climber happily ascending a cell tower and explaining that being a local carrier allows a company to serve the surrounding community on a daily basis. Climbing a faux tower on a studio set, the climber encounters various end users of their service. As she completes the climb and looks out over the town below, she comments that connecting small communities has long been the vision of UScellular’s founder Roy Carlson.
After spending a reported $19 million on advertising in 2019, according to AdWeek, ad industry analysts said the change in both direction and agencies will give the company a chance to distance itself from the campaigns being rolled out by the major carriers.
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