AT&T announces new advertising campaign

AT&T Inc. unveiled a new advertising campaign today with the tagline “Your Seamless World,” which the carrier said emphasizes mobility.
“The new initiatives are designed to highlight how AT&T helps connect people to their worlds wherever they live and work,” said Randall Stephenson, AT&T chairman and CEO. “We want to ensure this message is reflect in our brand.”
The online, print and outdoor campaign will “convey a younger, edgier and more contemporary style-all attributes closely associated with wireless,” the company noted. The campaign also includes six new TV spots overseen by director Wes Anderson, whose works include “Rushmore,” “The Royal Tenenbaums” and “The Life Aquatic with Steve Zissou.”
Although blue will remain the color of the corporate logo, orange will be the new primary color in AT&T’s new palette-hearkening back to its association with the Cingular Wireless brand. AT&T said that its ads, company signage and Web site are all undergoing a color makeover in which blue will play second fiddle to orange.
The online portions of the campaign include an AT&T Souvenir Store that will launch in October, on which visitors “will be able to enter the cities and states where they visit or have personal connections to create a unique name that identifies those locations as a group”-AT&T gave the example of New Sanfrakota, a mash-up of New York, San Francisco and South Dakota-and buy personalized merchandise such as T-shirts and bumper stickers.
Later this month, AT&T also plans to launch a “Digital World” interactive site where people can create a “digital personality by using modules of color to express how they use their digital world.” The created files can then be exported to online community pages; users who opt in will receive incentives and information on AT&T products that match their interests. The company cited this effort as “an example of how AT&T is working to contemporize its image among younger audiences.”