Ripken to step to the plate for APC's Sprint Spectrum Orioles star will appear in ads for phone service


American Personal Communications Inc., a promising rookie in the wireless telephone game, will soon be getting marketing help from a veteran's veteran -- Cal Ripken Jr.

The Orioles shortstop has filmed and recorded a series of commercials for APC's Sprint Spectrum service, Mr. Ripken's representative on endorsements confirmed yesterday.

Ira Rainess, general counsel of the Tufton Group, said he expects the ad campaign to begin in conjunction with the start of the baseball season. The Orioles open their season Monday at Camden Yards.

Sprint Spectrum is the brand name used by Bethesda-based APC for its "personal communications services" (PCS) network, which made its debut in Baltimore and Washington in November.

The all-digital network, the first of its kind in the United States, competes with the two conventional cellular phone networks in the region -- Bell Atlantic Nynex Mobile and Cellular One.

"We're really excited about it, and he's excited about it," said Anne Schelle, spokeswoman for APC. She said the campaign will include newspaper, television and radio advertising.

Mr. Rainess said the TV commercials, which will carry a voice-over by Sprint spokeswoman Candice Bergen, will show Mr. Ripken using the PCS handset to receive calls, pages and electronic messages while he goes about his everyday domestic activities.

Pub Date: 3/29/96

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