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Industry: Email Alert RSS FeedAT&T puts $250 mil bet on Net;Ma Bell targets the cybersavvy with campaign for its Wireless Services unit .
Advertising Age, May, 2000 by Cuneo, Alice Z.
AT&T Wireless Services this week begins to shepherd its Internet image with a $250 million advertising assault tagged "Your world. Close at hand."
The branding effort supports AT&T's new company formed as a tracking stock. The campaign kicks off today with a commercial showing a shepherd and his flock in the Basque countryside bordering France and Spain.
SHEPHERD'S CALL
In the first commercial, the shepherd stands on a hill and uses his phone to make a series of calls -- which result in throngs of people rushing to the hill via taxi, helicopter, limousine, horseback and foot. One group of arrivals includes a Japanese delegation, which bows to the shepherd. The voice-over discusses how needed information will come "to you when you want it."...
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