AT&T Pre-Super Bowl Ad ‘Transparent’

DALLAS AT&T will air a new spot on the Super Bowl pre-game show called “Transparency” that uses high-tech visual effects to represent the network and resources operating behind the scenes for customers, the client said.

The new spot from Omnicom Group’s GSD&M in Austin, Texas, and independent Rodgers/Townsend in St. Louis builds on the campaign that broke New Year’s Eve using the tagline “Your world. Delivered,” the client said.

SBC Communications took the name AT&T after acquiring AT&T in a $16 billion deal last fall. The campaign is designed to introduce consumers to the company created by that merger. The effort, with spending estimated at $500 million through 2006, is the largest in the history of either AT&T or SBC, the client said.

The 30-second spot airing on the Super Bowl pre-game show Feb. 5 will make the world and various locations appear transparent as the company’s global network is revealed, AT&T said. The commercial continues to use Oasis’ “All Around the World” as its theme song, the client said.

The company said it is also developing new ads for the 2006 Winter Olympic Games in Torino, Italy, opening five days after the Super Bowl.