AT&T All Around The World With Oasis

AT&T launched it’s new corporate identity, celebrating union with SBC, on New Year’s Eve 2005, with a television campaign using the 1998 Oasis song, “All Around the World” from their album, “Be Here Now”. Commercials include “Eclipse”, “Spread the Word”, “Street”, “Transparency” and “Behind the Wheel”.

Image from AT&T TV Ad Spread the Word


The New AT&T

SBC (Southwestern Bell Corporation) acquired AT&T (American Telephone & Telegraph) in 2005. Because of the global reputation held by AT&T’s brand, the newly formed company decided to let go the SBC branding, reintroducing AT&T with a new slogan, “Your World Delivered”. The year-long “New AT&T” campaign began with ‘Eclipse’, a 60 second television commercial shown on Dick Clark’s “New Year’s Rockin’ Eve,” Fox’s “New Year’s Eve With Regis Philbin” and ESPN’s New Year’s Eve broadcasts. The spot was followed up with “Spread the Word”, another 60 second ad.

AT&T Eclipse TV ad

Eclipse

A lunar eclipse is resolved by the appearance of two bright orbs. A plane flies through the dawn zone while in a Chinese street the night comes to an end. In Egypt shadows move rapidly behind three pyramids. A Middle Eastern man watches the sunrise through louvre blinds. The camera shows us dawn in a city centre before showing cyclists heading towards a mountain lake. Businessmen in a high rise restaurant watch skyscraper windows catch the sunlight. “There are two kinds of people, two kinds of company that change the world: those who invent and those who deliver. And while the world benefits greatly from both, they rarely join together – until now. SBC, America’s largest provider of broadband, and AT&T join forces to create the most complete and secure network on Earth – so you can make the most of your world. Introducing the new AT&T – Your World Delivered.” Click on the image below to play the video in YouTube

Eclipse finishes with Oasis singing a couple a few lines from the chorus of “All Around the World”:

All around the world
You’ve got to spread the word
Tell them what you heard
We’re gonna make a better day

Download the Oasis track, “All Around the World” online at iTunes.

Oasis - Be Here Now - All Around the World

Spread the Word

Oasis opens the ad with the chorus from “All Around the World”. “Your world is like nobody else’s, filled with people, places and passions unique to you. SBC and AT&T have joined forces to form the most complete and secure network on Earth to bring your world to life like never before. Introducing the new AT&T – Your World Delivered.”

All around the world, you’ve got to spread the word
Tell them what you heard
We’re gonna make a better day
Cos all around the world, you’ve got to spread the word
Tell them what you heard
You know it’s gonna be o.k.

Behind the Wheel

A truck driver makes his way through stormy weather. “For years you’ve been able to count on SBC to come through when it matters. Recently we brought the global resources of AT&T into this mission – to better deliver your world. And while the SBC name might not be on the door, you can be assured we’re still behind the wheel. Introducing the new AT&T powered by SBC. Your world delivered.” Click on the image below to play the video in YouTube (HD)

Street

This 30 second spot shows AT&T technicians working in suburban and city streets to install cables for broadband, telephone and television services. “It takes more than fibre optics and broadband to deliver your world. It takes people with familiar faces and experienced hands. Now that SBC has joined with AT&T you have both the global resources and the people you know to bring them to you. Block by block, street by street. That’s how your world is delivered. Introducing the new AT&T powered by SBC. Your World Delivered.”

A serviceman works on AT&T aerials in Streets TV ad

30 second ads were designed for the thirteen states in which SBC had been doing business (Arkansas, California, Connecticut, Illinois, Indiana, Kansas, Michigan, Missouri, Nevada, Ohio, Oklahoma, Texas, Wisconsin), emphasizing continuity between SBC’s years of service and the newly formed company under the name of AT&T.

Credits

The campaign was developed under the leadership of AT&T’s Vice President of Advertising, Wendy Clark, pulling together the services of advertising agencies Rodgers Townsend, St Louis and GSD&M, Austin.

Filming was shot by director Filip Engstrom via Smuggler with executive producer Brian Carmody.

Filed under: AT&T, Commercials

Tagged: , , , ,

Location:

  • J Smith

    S-P-E-C-T-A-C-U-L-A-R