AT&T in its new TV commercial ‘Eclipse’ with all around the World song plans to ‘blanketing’ Times Square on New Years Eve as it proposes to reintroduce the company with this multimedia campaign, Your World Delivered in print (major newspapers and magazines), TV, internet and outdoor media. GSD&M and Rodgers/Townsend are taking care of the account. Minutes before 2006 AT&T plan to debut the TV commercial. Another agency, Independent Rodgers/Townsend is done with the regional campaign ‘Spread the word’ and ‘Street by Street.’



Surprisingly the advertising campaign is not focusing on the core strength of AT&T. i.e, telecommunication, rather it is going beyond being a phone (phunny?) company and will stress on variety of digital activities. The aim of the campaign it seems to blend this two together, SBC and AT&T into a single brand so that they can extract the best out of each other. (While maintaining their originality.....is it possible? I am confused.



Wendy Clark, vice president of advertising at AT&T said in Adweek, “This is the most ambitious and aggressive campaign in the history of either company. What we’re saying is not only do we have a solution, we can deliver it.’

SBC spent $1.6 billion on advertising in 2004 and $590 million through June 2005, per TNS Media Intelligence. AT&T spent $300 million in 2004 and $20 million in the first six months of 2005. Clark declined to disclose the projected ad spend of the combined company in 2006.