AT&T is promoting its acquisition of DirecTV with an ad campaign that will bow Aug. 15 during the PGA Championship on CBS.
In the 60-second spot, titled "Times Square," AT&T depicts memorable movie clips playing on a variety of screens to summon up a future where content is delivered anywhere. "AT&T and DirecTV are now one, bringing your television and wireless together and taking entertainment to places you'd never imagine," an announcer says. The spot was directed by Rupert Sanders and created by Grey.
The goal is to explain to consumers how the merger of AT&T and DirecTV will help its customers stay connected to their favorite entertainment, according to an AT&T spokesman.
The initial campaign, which will run for several weeks, will also include print and digital media. Grey lead TV, radio and print while BBDO created social and digital elements.
AT&T announced earlier in the month its first TV-and-wireless-phone service, bundling pay-TV and up to four DVRs with unlimited talk and texts on up to four cellphone lines and 10 gigabytes of shareable data starting at $200 per month.