AT&T - Farmer

February 03, 2002 | :15

In the two weeks leading up to the 2002 Super Bowl, AT&T arranged for a series of unbranded TV ads, billboards and even some real-world stunts like a mock protest in 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.

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  • BrandAT&T
  • Year2002
  • AgencyOgilvy & Mather
  • Superbowl #XXXVI
  • Quarter airedQ1