The ads, created by WPP Group's Y&R Advertising, continue the "boundless"
The campaign features companies that already use AT&T broadband services, including Home Depot and CBS's SportsLine.com. The ads' text explains how broadband is useful; for instance, the SportsLine spot emphasizes how the Web site "keeps it streaming 24/7" with broadband during the month of March, when users will click on the site to learn college basketball results during the NCAA championship tournament.
These executions are Y&R's first broadband print efforts since the agency was quietly awarded the print portion of the account from True North Communications' FCB Worldwide, New York, about two months ago. AT&T had originally assigned Y&R the TV portion of its corporate branding account and assigned FCB -- which handles AT&T's transactional programs, college and youth, business services, and wireless accounts -- the print component of the campaign.
Copyright March 2001, Crain Communications Inc.