Radio Copywriting | “Cellular Guy” | Funny Spot for Southwestern Bell

This radio commercial for early generation Southwestern Bell mobile phones established a lively, ear-catching format we used often: a stand-up comic tossing off one-liners about the product, interspersed with upbeat music. The one-liners were often self deprecating: hard to imagine brands having this much fun with themselves these days!

The spot won Clio Awards and Addy Awards, and established a campaign of spots that ran for months.

By the way, that image in the thumbnail is Walt himself, holding his beloved iPhone 7, recommended. Check Amazon for current pricing.

Script

Writer: Walt Jaschek
Producer: Paul Fey
Agency: Paul & Walt Worldwide

Urgent and lively MUSIC begins. It’s a version of “I Get Around,” a song originally recorded by The Beach Boys. The music drops out for observations about cell service from a very droll, dry stand-up comic.

“I GET AROUND” MUSIC UP AND OUT

COMIC: I get around. When I talk on a Southwestern Bell Cellular Phone, my voice is crystal clear. That’s amazing, considering it’s not really that clear in person.

MUSIC UP AND OUT

COMIC: I put a Southwestern Bell phone antenna on my head and walked into a crowded restaurant. Forty-two attorneys tried to “dial out” on me.

MUSIC UP AND OUT

COMIC: Southwestern Bell cell service is so clear, when I’m talking to my girlfriend, it’s as if she’s right next to me. I can actually hear her withdrawing.

MUSIC UP AND OUT

COMIC: Southwestern Bell has cell service that’s trouble-free. But then, trouble is always free.

ANNOUNCER: No wonder more people go more places… with Southwestern Bell Mobile Systems.

COMIC: Someday, Southwestern Bell will be able to break us down molecularly and send our bodies through cellular phones. This might be a long way off, but just in case, I’m getting a haircut.

MUSIC UP AND OUT

© Paul & Walt Worldwide

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