AT&T Wireless to launch new brand campaign

NEW YORK (Reuters) – AT&T Wireless Services Inc. (NYSE:AWE – news), the nation’s third-largest wireless operator, on Friday said it will launch a new branding campaign during the Super Bowl on Sunday that stresses the service’s ability to keep people connected.

AT&T Wireless declined to disclose the cost of the campaign, which was developed by the Ogilvy and Mather Worldwide unit of WPP Group Plc. (quote from Yahoo! UK & Ireland: WPP.L)

The Redmond, Washington-based company said it planned to unveil a 60-second ad during the broadcast of the National Football League championship game based on the theme “mLife,” a reference to mobile, as well as such other meanings as “multifaceted,” “managed” and “modern.” It also planned to refocus service offers, renovate retail stores and redesign its Web site to fit the theme.

“With this new brand campaign, we are making a bold break from our industry’s obsession with plans, prices, promotions, and patter about esoteric technology issues,” said John Zeglis, chairman and chief executive of AT&T Wireless.

“Instead, we are reaffirming the real power of wireless communication … Our point is that AT&T Wireless helps people live their lives in ways that are rewarding, relevant and fun,” he said in a news release.

The company said the television ad to run on Sunday follows a series of unbranded television, newspaper and outdoor ads during the last two weeks.

Spots during Super Bowl commercial breaks are often used by companies to showcase their latest and best ads. The television broadcast of the Super Bowl annually garners one of the largest viewing audiences in the United States.

AT&T Wireless said the ad campaign will further unfold in the coming weeks and months, beefed up by print, radio and outdoor ads. It will also use ads customized for the Hispanic market, one of four untapped markets that AT&T Wireless is targeting.

The ads will depict people from many walks of life and show how they want to “stay connected and be free” at the same time.