Cingular Nation

I hated Cingular ads for awhile. They were doing it wrong. Cingular basically spent thirty or sixty seconds making their logo fit into various naturally-occurring patterns. It was commercial masturbation.

Now they're talking about substance and I like it. Their Nation plan allows consumers to stop worrying about wireless roaming. It portrays your average Joe or Jane lamenting about their wireless provider offering nationwide plans that aren't actually nationwide.

The one I just saw was priceless, featuring a basketball-attired man whose sweat band covers his eyes:

"If I can't see the coverage area, how am I suppose to stay in it?"

He then proceeded to bump into a rack of basketballs.

This is funny. This appeals to a broad audience. This grabs boring audience members, like me, as well as athletic audience members. It appeals to the young who hate restrictions and to the old who hate to spend money without realizing it. This is the way it should be.

Bravo.