Customers Get Help Reading Between the Lines

Bell Atlantic Corp. is enlisting characters from a popular children’s book to reassure customers who face complicated choices in the wild and woolly world of telecommunications. An ad campaign featuring characters from Maurice Sendak’s “Where the Wild Things Are” is designed to guide consumers through the growing maze of telecommunications options. Sendak’s beautifully illustrated book describes a boy named Max who journeys through a mysterious world and becomes king. New York’s Lord Group developed the campaign that will feature newspaper ads, television spots and billboards in Bell Atlantic’s mid-Atlantic and New England service regions.