Company: AT&T, Dallas
Market: Handheld device buyers
Quick chase: A handheld device grappling with an identity crisis has a good cry on the couch of its shrink. “Am I a touchscreen phone with QWERTY? Or a QWERTY phone with a touchscreen?” it asks plaintively in a burst of reverse type that almost went unnoticed by us. We found the big idea here to be a bit of a stretch. The opening line of text, which is slightly enlarged, serves as the headline. But the copy block is unappealing. It's a disjointed collection of text, small type, a rebate offer, a product shot, several logos and then a row of contact information.
Clue: And if that's not enough, the ad ends with eight lines of small type.