A Bell South competitor, Dialog Teleommunications, has set the old belle ringing with its “take the BS out of phone service” campaign.
The campaign in several media including outdoor, newspaper, TV and direct mail, has ads headlined “Ell Outh.” The copy further states “no hidden fees, no extra charges, no BS.” The work was created by BOONE/OAKLEY, of Charlotte, N.C.
The reaction at Bell South was immediate fury. The campaign broke April 29th, and that day Bell sent Dialog a request to stop running the ads. (It is believed that someone tipped Bell South to the upcoming campaign.)
The phone giant has already gotten a cease-and-desist order. Moreover, Dialog, rather than digging deep for litigation fees, has begun pulling the ads.
Because the full campaign broke on May 2nd, maybe it should be called the 11-day ” give em ell” campaign.