The first digital PCS wireless provider in the Midwest, GTE offered wireless phones with features available for the first time in the industry. At a time when the X-Files was popular, the Jones team compared new GTE features like call-waiting and caller-I.D. to paranormal activity. The eerie type style and engaging photos gave the ads far more memorable brand image than the phone-with-price or slice-of-life ads typical of the category.
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