Wild Things Are in the Air

Wild Things Are in the Air

Bell Atlantic and The Lord Group Team Up to Bring
Maurice Sendak's Beloved Book to Life on a Grand

November 4, 1998


John Bonomo,

Roger Chiocchi,

Tim Ray,

NEW YORK - Maurice Sendak's beloved book "Where the Wild Things
Are" has long been a classic of children's literature. On Nov. 26, one of
the wonderful "Wild Things" characters will become part of another
American classic, this year's 72nd annual Macy*s Thanksgiving Day

Bell Atlantic will sponsor the new, 66-foot-long "Wild Thing" balloon in
celebration of the book's 35th anniversary and its successful advertising
campaign based on the story.

For Maurice Sendak, having one of his Wild Thing characters in the
parade is "like a dream come true. The Wild Things are inspired in equal
parts by the original King Kong and my terrifying relatives. It is
astonishing - if childish - to see my own King Kong floating beneath the
shadows of the Empire State Building."

In conjunction with the parade, television commercials for a "See a Wild
Thing" Sweepstakes are running on NBC affiliate stations in Boston,
Philadelphia and Washington, D.C. NBC will televise Macy*s
Thanksgiving Day Parade nationally.

Each station currently is airing a 30-second promotional spot that offers
viewers a chance to win a three-day trip for four to New York City,
including VIP viewing of the parade. One lucky family from each city
will win the top prize. Runners-up in each market will receive Bell
Atlantic/Wild Things and NBC merchandise.

The balloon was created by Manfred Bass, parade designer, and the artists
at Macy*s Parade Studio, and represents a collaborative effort between
Macy*s, The Lord Group, Bell Atlantic and Maurice Sendak. Members of
each group spent many hours creating and refining the balloon's design.

According to Michael Hampton, executive vice president and creative
director at The Lord Group, "When you're working on such a large scale,
each detail becomes crucial to ensure that the end result looks perfect. We
labored over the finer aspects of shape and color, and we're all extremely
pleased with the result."

As a Bell Atlantic brand icon, the Wild Thing balloon will be seen by
millions of current and potential Bell Atlantic customers both along the
parade route and as part of the nationwide television audience. "The
balloon is a great way of providing the public with a special gift, and
keeping awareness of Bell Atlantic and the Wild Things campaign at high
levels during the upcoming holiday season," said Janet Keeler, Bell
Atlantic vice president for Brand Management and Marketing

"This program caps off a year of successful advertising for Bell Atlantic,"
she said. "In addition to being a unique creative device, the Wild Things
campaign has really helped exemplify Bell Atlantic's commitment to
customer care."

Bell Atlantic's Wild Things advertising campaign was created by The Lord
Group, to communicate Bell Atlantic's message of customer care. The jungle
in the Wild Things story is the perfect metaphor for today's intimidating and
complex communications environment. With exploding technology and a
dizzying array of new choices, Bell Atlantic is the trustworthy and powerful
ally that helps customers make sense of it all.

For The Lord Group, the balloon and sweepstakes make up an exciting
program that demonstrates the agency's ability to develop and execute
unique integrated marketing solutions for its clients. According to Roger
Chiocchi, executive vice president and general manager of The Lord
Group, "This balloon and sweepstakes reaches consumers in a non-
traditional way. Each is a unique means of extending Bell Atlantic's
corporate brand campaign. And they're fun too."

The Lord Group, a joint venture between Young & Rubicam, Inc. and
Dentsu (of Japan), is a fully-integrated marketing communications
consultancy based in New York. In addition to general advertising,
capabilities include direct and database marketing, sports marketing,
cause-relating marketing and Internet programs. With approximately $350
million in capitalized billings, The Lord Group's client partners include
Bell Atlantic, Kraft Foods, Siemens AG, KeyCorp, Mita Copiers, Chock
full o'Nuts, The Sports Authority and The WIZ.

Bell Atlantic is at the forefront of the new communications and
information industry. With 42 million telephone access lines and eight
million wireless customers worldwide, Bell Atlantic companies are
premier providers of advanced wireline voice and data services, market
leaders in wireless services and the world's largest publishers of directory
information. Bell Atlantic companies are also among the world's largest
investors in high-growth global communications markets, with operations
and investments in 23 countries.