AT&T Commercial – Rethinking Possible, Rethinking Creativity

Posted In Advertising | 8 comments

I think this recent AT&T commercial is a very creative way to express “Rethink Possible.” The children’s drawings coming to life–actually larger than life–really drives home the message of making anything possible, even in the mundane world of daily business. Kudos to AT&T on a great conceptual ad that’s a joy to watch amongst the never-ending din of “2 phones for $79″ type ads.

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Tags: AT&T, AT&T commercial, AT&T Rethink Possible Ad, commercial, creativity, Main

Leave A Reply (8 comments So Far)

Cindy
742 days ago

I love this commercial. It makes me smile every time.
- Heidi Thorne
  742 days ago
  
  Thanks, Cindy, for taking the time to comment! The ad has that effect on me, too.
Dale Berkebile
732 days ago

Heidi,

I think this is a pretty solid ad. They do a great job with the visuals as you mentioned to “rethink creativity”. The use of the song from the original Charlie and the Chocolate Factory probably really sticks with the adults who grew up watching this movie and does a great job of taking them back to their childhood along with these graphic images. Excellent!

I am not a big fan of AT&T though and use them for my iPhone. My iPhone drops calls a lot and I think AT&T overall offers pretty poor service. So although I like this ad, I think by the time it gets to the end of the ad and I remember who is putting out this ad, I am always disappointed. I do not think this captures any of my experiences with AT&T over all the years I have used them for both business and personal (phone, internet & mobile) services.
- Heidi Thorne
  727 days ago
  
  Agreed! I’ve used AT&T for my cell service for over a decade and have had some issues with what I call contract squeeze. That’s where you must sign up for what seems like the next millenium to receive favorable rates, etc. As well, with the new iPhone era, people are forced to use AT&T. Although overall I haven’t had too many problems, especially with dropped calls in our area.
  
  So, yes, there is a disconnect between reality and the creativity… even though they’ve created what I think is an award winning ad.
Debbie Jones
732 days ago

Is that Gene Wilder singing & is it from a movie or play?
- Heidi Thorne
  732 days ago
  
  I think you’re right on the Gene Wilder vocals. Great observation! Thanks for commenting!
Brian Pearce
705 days ago

I find the ad annoying because they follow broadcasting trend of omitting “is” (along with small prepositions, “if”, pronouns, even the “th” in cardinal numbers, and much more–the list is growing). The AT&T ad I just heard ended with “AT&T Anything Possible.” I guess they are saving room for the “big point” words and phrases (“as well”, “additional”, “actually”, “available”, “necessarily”, “opportunity” and experience”).
- Heidi Thorne
  705 days ago
  
  Thanks, Brian, for chiming in on the conversation. In the “Rethinking Possible” version, the omission of “is” or other words (the word “the” between the two words is the clearest choice) isn’t really that much of an issue. But in the “Anything Possible” iteration of the ad you refer to, I agree, the omission is obvious and does create a questionable message. We’ll have to see if this is a trend that continues.