AT&T’s first Super Bowl ad since 1994 ("True Voice") finds Paul Reiser, star of the NBC sitcom “Mad About You,” emerging from the crowded stands of a football stadium … er, the surprisingly crowded stands of a bowling alley, which turns out to be hosting “Championship Bowl XXXXIV.”

Reiser was AT&T’s longtime pitchman, promoting its long-distance service for years in ever-present TV spots. He shows his commitment for the brand and FCB here in a minute-long, one-take spot. The telecom would be back for the 1998 game (“Bobby Templeton,” via Young & Rubicam) and 1999 (“This Is,” via FCB).

BRAND: AT&T

YEAR: 1997

AGENCY: Foote, Cone & Belding

SUPERBOWL: XXXI