GEE, JEFFERY PROMOTES PHONE FEATURES
By Adnews Staff
Gee, Jeffery & Partners of Toronto has launched a new commercial for client Cincinnati Bell Wireless' teen-targeted i-wireless prepaid service. The agency's aim in creating the ad was to change the way kids think about using their wireless phone. The commercial features a teenage boy communicating with his friends via the two-way text messaging feature of his wireless phone. It is only as the spot ends, that viewers discover the teenager is deaf. Alan Gee, executive creative director at Gee, Jeffery, explained phones are no longer just for voices. "All previous text-messaging advertising illustrated the expected ways that it could be used, this was intended to be truly surprising," he said. Thirty and 60-second versions of the commercial will run on specialty stations throughout the spring.