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From: judice@sulaco.enet.dec.com (Peripheral Visionary 05-Dec-1990 1030)
Newsgroups: comp.dcom.telecom
Subject: Re: Stupid AT&T Ads
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Date: 5 Dec 90 15:57:57 GMT
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X-Telecom-Digest: Volume 10, Issue 866, Message 8 of 9


Although I use AT&T and I'm totally happy with the choice, I must say
that a lot of their advertising (on US television) is pretty stupid.

* A current campaign targets small business. Small business people are
asked repeatedly why they chose to use another long distance carrier.
After they say "lower rates" a "bong" sounds, sort of indicating that
anyone who doesn't choose AT&T is an idiot who isn't getting the point
that their rates are competitive.

* Shaky cameras shot at stange angles showing people having difficulty
making telephone calls on MCI, Sprint and non-AT&T PBXes.

* Massively overproduced commercials, like the TV reporter who uses
fax to find the resturant where his parents were married, and then
flies them over to France as a surprise (all apparently taking place
within a matter of days). This was especially stupid, since the entire
premise of the commercial would be lost if he had just remembered to
take a print of that photograph with him.

I seem to remember the good old days of the Bell System when AT&T
advertising was at it's height, and you just got the feeling of an
organization that exuded technical and marketing competence. The new
ads trade content for visual impact -- something you don't HAVE to do,
since I'm sure there is a lot of potential for great visuals and great
stories based on real stuff at AT&T!


ljj

[Moderator's Note: Do you remember when AT&T sponsored "The Bell
Telephone Hour" on radio? Their ads on that program were very elegant
and low-key. Techincal excellence was the whole idea.   PAT]