In the latest incarnation of the award-winning advertising, AT&T will showcase "cyberspace butlers," wrist-mounted Dick Tracy-like telephones and virtual reality educational technology.
N W Ayer, New York, handles AT&T's estimated $15 million to $20 million corporate image effort that will include print ads plus network, spot and cable TV running through yearend.
Like the first round, which broke early last year, "You will" aims to spotlight future gadgets and systems being developed at AT&T's Bell Labs and elsewhere.
Few of the products shown in the "You will" ads already exist; rather, AT&T wants to draw younger consumers' attention to coming innovations, said Andy Myers, AT&T corporate advertising media relations specialist.
Print ads in Spin and People again target consumers under 35 with photos of new gadgets paired with intriguing headlines like "Have you ever installed a phone on your wrist?" Additional print ads break this week in consumer magazines; network TV spots showcasing additional new technologies break later this month.
Ayer created the latest "You will" campaign using research from AT&T and consumers, like the previous version that last month won the Advertising Research Foundation's first David Ogilvy Award.