I’ve always maintained that great advertising reconciles the paradoxical problems produced by the products it promotes. (a lot of pee in that first sentence). AT&T’s “reach out and touch someone” campaign is a classic case in point. The invention of the telephone encouraged people to “leave home”, live live’s of geographic dispersion and long for intimate, personal connections. Connections that could be reestablished… with a phone call.
A beautifully crafted piece, but there’s that uncomfortable, uneasy feeling I get when a brand connects on an empathetic point and makes a cultural commentary on an issue that they are, in reality, a contributor to not a solution for.
Still. Beautifully done.