WPP Group's Ogilvy & Mather Worldwide, New York, handles the estimated $400 million account.
A teaser spot for the campaign broke over the weekend in some football broadcasts, including Saturday's Bears and Eagles NFL playoff game.
Mark Siegel, an AT&T Wireless spokesman, declined to comment on the new ad effort or on a report that appeared about it on Adweek.com.
"We are running an ad on the Super Bowl. We prefer to let it speak for itself," Mr. Siegel told AdAge.com.
A Ogilvy spokeswoman declined to comment on the Adweek.com report or the campaign.