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January 12, 2001

The Vidal Partnership unveils a new multi-media advertising campaign today to introduce Cingular Wireless to the U.S. Hispanic market. The campaign, which focuses on the power of human self-expression, launches on network and spot television this week. Radio, print, outdoor and online advertising are also planned to support the brand's introduction to the Hispanic marketplace. There will be a combination of brand and retail ads to introduce the new wireless service provider and encourage Hispanic consumers to sign up for Cingular service.

The campaign, which carries the tagline "dilo" ("say it"), depicts humorous everyday situations that communicate what occurs when individuals are given the power to express themselves. The television advertising uses a playful character derived from Cingular's logo, a stylized dotted X, as the symbol of self-expression. The first two spots of the campaign air this week ("Elevator" and "Street") and demonstrate how the Cingular icon gives the characters the liberty to express themselves freely. Two additional spots are planned for air later this month.

The campaign is for Cingular Wireless, the joint venture formed in October between the BellSouth Corporation and SBC Communications to replace 11 regional brands including BellSouth Mobility, Pacific Bell Wireless and Southwestern Bell Wireless. With about 20 million customers, Cingular is the nation's second-largest wireless carrier.

"The Hispanic market is a rapidly growing, key customer segment for us," said Virginia Vann, Cingular's Chief Marketing Officer. "The Vidal Partnership's advertising campaign will help us spread our message of self-expression to the Hispanic community."

"For The Vidal Partnership, working on the Cingular campaign is a great experience as the brand has a unique positioning within the category that creates an excellent platform upon which we can produce great creative. We are excited with the creative work, which we believe is breakthrough and will produce great results for Cingular," said Roberto Ruiz, Partner at Vidal. The Vidal Partnership was named advertising agency of record for Cingular's Hispanic market business last November following an extensive review of agencies throughout the country.

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