AT&T MLife - Farmer In the two weeks leading up to the 2002 Super Bowl, AT&T arranged fora series of unbranded TV ads, billboards and even some real-world stunts like a mock protestin an attempt to gin up interest its new wireless service, mLife. The mysterious multimillion-dollar hype machine, created with WPP's Ogilvy & Mather New York, continued during the Super Bowl when AT&T aired more unbranded teaser ads like “Farmer” that asked “What is mLife?” before finally answering the question with the 60-second“Belly Buttons”spot during the game’s third quarter.BRAND:AT&TYEAR:2002AGENCY:Ogilvy & MatherSUPERBOWL:XXXVIQUARTER AIRED:Q1