Tuesday, December 14, 2010

AT&T Makes a Good Ad, Finally

Verizon and T-mobile have piled on AT&T over the last year. The brand has been battered and bruised, for good reason mind you. After dropping the Cingular brand and going back to AT&T the “Raising the Bar” campaign just didn’t work as well. Then came the map wars, which Verizon won. They became the nation’s largest wireless carrier because it was the perfect time to attack.

I had low hopes for AT&T’s ads over the last few months. The early iterations of “Rethink Possible” said – at best – if you don’t have AT&T you will never father the 57th president of the United States or the starting quarterback of a fictional pro football team.

These ads were pure schmaltz. It didn’t make me feel glad to be an AT&T customer, and wouldn’t make me want to switch if I were on another carrier.

So, it came with great surprise to see AT&T attempting to go for humor, and even more surprisingly succeeding.

Why does this ad work? It’s really simple, people can relate to it. Most of us with office jobs feel like we’re out of the loop all the time. It’s basically high school with paychecks. This spot is pitch perfect.

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