Rethink Possible

Advertising. Every day we see millions of advertisements flashing around us. Okay, well, maybe not millions, but it sure seems like we are constantly bombarded with brand names telling us that we need them. However, one company is starting to take a different approach.
In an article in the New York Times, AT&T announced their new advertising campaign. AT&T is one of America’s top five advertising companies and is trying to change the way Americans see their products. The new slogan: “Rethink Possible.”
The point of this optimistic campaign is to bring the country out of the recession slumps and introduce them to a company that is forward-thinking and ready for positive change. They are building off of commercials they ran during the Olympics that saluted athletic achievement, and anyone who strives to be the best: “Here’s to Possibilities.”
Even more interestingly, AT&T is not promoting a single product—or any of their products really. They are burnishing the brand image of AT&T, convincing customers to be for their company because the company is good, alongside their products.
That is the most exciting and interesting part to me: an advertisement that is NOT SELLING A PRODUCT but a company’s reputation. Ever since my mass media class discussed advertisements, I’ve been thinking about the non-sense we are meant to believe. On network television, TELEVISION PROGRAMS ARE NOT THE IMPORTANT PRODUCT ON TV, ADVERTISEMENTS ARE. Television networks want consumers to see the advertisements more than their prime-time show. We discussed how the shows are meant to prepare us for the commercials, so we will be in a “buying mood”. With this new campaign from AT&T, television stations won’t know how to prepare their audiences.
I think this new campaign will reflect positively on AT&T. The country is looking for people (even companies) in which to find hope. I think AT&T is headed in the right direction. Their ads will not seem like regular advertisements and consumers will like that. I am excited to see what they are. I applaud AT&T for seeing a need in the consumers—an emotional and psychological need, not consuming need—and applying it to their company. Hopefully the consumers will agree.


Here’s to Possibilities, AT&T.

Betsy