One of two ads for AT&T's budding wireless service in Super Bowl XXXVI, this spot via Ogilvy & Mather New York proposes that the “Gilligan’s Island” castaways wouldn't have been marooned long if they'd had the carrier's mLife. In later years that sort of claim would have required a map of all the tropical coverage areas AT&T reaches that its rivals didn't, or else the commercial would have served mostly as a vague promotion for cell phones in general, but in 2003 the cellphone ad wars weren't so ramped up.

AT&T's other mLife ad in the 2003 big game played the pitch similarly broadly, attacking land lines rather than competing wireless providers ("Antiques Bandwagon").

Director: Super bowl veteran Erich Joiner. Production company: Tool.

Co-creative head: Chris Wall, David Apicella. Agency producer: Melissa Mapes. Senior producer: Patti McConnell. Senior copywriter: Kenny Herzog. Senior art director: Jim Larmon.

Special Effects: Cerulean, Quiet Man.

Editorial: Go Robot! Editor: Adam Liebowitz.

BRAND: AT&T

YEAR: 2003

AGENCY: Ogilvy & Mather

SUPERBOWL: XXXVI

QUARTER AIRED: Q2