AT&T Corp., Basking Ridge, N.J., and Y&R Advertising, New York, the telecom giant's corporate brand agency, are in the process of tweaking voice-over copy in TV spots that will run during the Olympics in Sydney. The first of five TV spots will break Sept. 15 during the Games' opening ceremonies and introduce a new tagline, "Boundless.'' The copy is being toned down so as not to overstate AT&T's capabilities, said a person familiar with the matter. The long-awaited image effort seeks to paint AT&T as a leader in broadband services. No actors are in the spots due to the actors strike.
Copyright September 2000, Crain Communications Inc.