In a category where the main point is a human connection, most wireless brands lack humanity. U.S. Cellular does things differently. They are a wireless company that puts its customers first, in a category that takes its customers for granted. The goal with this advertising was to put a human face on the brand, to show how U.S. Cellular associates go above and beyond to meet their customer's needs, and to prove U.S. Cellular is wireless where you matter most.