AT&T refreshes 'Rethink Possible' ad campaign for mobile

AT&T Mobility (NYSE:T) launched a new, consumer-facing advertising campaign to supplement its "Rethink Possible" campaign as it seeks to stay ahead of the curve in how customers use and think about mobile technology.

Click here for a look at some of AT&T's new ads.

The advertising campaign, dubbed "It's What You Do With What We Do," will not replace "Rethink Possible," which was launched two years ago. Instead, an AT&T spokesman said, the ads will fall under the "Rethink" umbrella.

"The spots which debut today will showcase how mobility helps power human ingenuity in creative and entertaining ways," AT&T spokesman Steven Schwadron explained to FierceWireless. "Our customers are empowered by technology now and using it to become innovators. You will see a theme in the spots how in a very real way how our customers are now using our technologies to innovate."

AT&T declined to say how much it is spending on the new campaign, which already includes two TV spots. AT&T said the focus of the new campaign is on how customers are using mobile technology to enhance their lives.

Esther Lee, senior vice president for brand marketing, advertising and sponsorship at AT&T, told the New York Times that when the "Rethink Possible" campaign was developed, most consumers "felt overwhelmed with technology," but now many have "found ways to integrate it in their lives." Some even "talk about it with love."

The last time Verizon Wireless (NYSE:VZ) underwent a major brand refocusing was in 2010 when it launched its "Rule the Air" campaign, which has dovetailed with its marketing of its LTE network. Sprint Nextel (NYSE:S) in 2011 used its advertising to highlight its unlimited smartphone data plans, something that continued with Sprint's launch last fall of Apple's (NASDAQ:AAPL) iPhone. T-Mobile USA, meanwhile, kept is advertising powder dry for most of last year as regulators weighed AT&T's proposed $39 billion acquisition of T-Mobile. After the deal fell apart, T-Mobile resumed its advertising with spokeswoman Carly Foulkes, highlighting the company's challenger brand identity and the value of its plans. 

For more:
- see this AT&T blog post
- see this NYT article

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