AT&T is finally taking Luke Wilson out back behind the shed and putting him to rest. As the New York Times reported yesterday, AT&T just unleashed a major brand campaign, dubbed Rethink Possible

The new campaign – created by BBDO in Atlanta and New York with a logo system from Interbrand, the same folks who redesigned the classic Saul Bass AT&T globe in 2005 – attempts to revitalize the overall brand, which has suffered numerous attacks over its service quality, mostly coming from chief rival Verizon. The campaign narrative shifts focus away from devices (AT&T has the exclusive U.S. rights to the iPhone) and returns to the sort of broad brand messaging about the power of technology and connectivity that AT&T employed with great success back in the mid-1990’s.

Meanwhile, iPhone users in many areas are just hoping consistent phone service is possible somewhere in the not-too-distant future.


Kyle Bunch

Partnerships for R/GA Ventures. Raised in California, adopted by Texas. Opinions expressed here are mine and they are fantastic.

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