AT&T;

AT&T Image Campaign Accentuates the Positive, Not Product The New York Times. A version of this article appeared in print on April 8, 2010, on page B6 of the New York edition. "The campaign is the first meant to burnish the AT&T brand image, rather than sell specific products and services, since a $1 billion campaign in 2006 that carried the theme Your world. Delivered. The purpose of that campaign was to tell consumers about the formation of the new AT&T after the original Ma Bell, the AT&T Corporation, was acquired by SBC Communications, which then renamed itself AT&T. Since then, AT&T has been transformed by the growth of businesses like mobile communications — embodied by the Apple iPhone — and data services, which now account for about 70 percent of annual revenue. " http://www.nytimes.com/2010/04/08/business/media/08adco.html

This network spot shows the benefit of having 4G speed, and the result of being left behind on a slower carrier. We see a man eagerly eyeing the clock in a train station. As it strikes 12:00, he throws down his trench coat and bursts into an elaborate dance. While he goes through his routine, we pan out and see others standing around the platform in similar trench coats, watching him with looks of frustration and disbelief. He slowly stops as he realizes he is dancing alone, he pulls out his phone and sees that the message he has been downloading for a few minutes has finally finished. The attachment reveals the news -- "Flash Mob moved to 12:30." Don't be the last to know. Get it faster with 4G. It's the network of possibilities, AT&T.