Sprint seems to target AT&T in campaign

Article Abstract:

WPP Group's J. Walter Thompson unit has made commercials for Sprint Corp that seem to slam AT&T's most-recent advertising campaign, which includes commercials that promise futuristic communications capabilities at some unspecified future time. For example, in one of Sprint's spots, Candice Bergen, who portrays TV newswoman Murphy Brown on the television series of the same name, mentions various technical capabilities and says: 'You could wait for some other phone company to bring you all of this magic, or you could be there now.' Spokespeople say Sprint's ad campaign was not designed with AT&T's ads in mind. They say their 'Be there now' slogan was a matter of coincidence and lucky timing.

Advertising agencies, Holding companies, not elsewhere classified, Analysis, Contracts, Sprint Corp., Advertising campaigns, JWT Worldwide

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AT&T pitches high-tech future that won't arrive anytime soon

Article Abstract:

AT&T is advertising futuristic capabilities that do not yet actually exist. The company is portraying itself as a visionary leader at the forefront of technological advancement. AT&T's ads show abilities that are in planning stages, such as video-on demand. AT&T says all 10 of the technologies described in its ads will be developed within five years. Nevertheless, a spokesman for the telephone company admits that there is a risk in showing things that are not immediately available. AT&T is spending $40 million on its ad campaign. The aim is to change AT&T's image so that the company will compare more favorably with competitors such as MCI Communications Corp.

Column, Future Technologies, Image

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