With a less tangible product like wireless airtime, creating a brand personality can be the key to surviving. In this case, linking the brand to a smart, sexy movie star was the key to success. With broad appeal to men and women both young and old, Jamie Lee Curtis helped put a face to Voicestream. With Jaimie Lee as our brand icon, more focus could be put on promotion. This “split personality” campaign for Voicestream’s family plan was the most successful campaign our team developed for Voicestream. Also shown is a humorous newspaper campaign created before Jamie Lee Curtis became the spokesperson.