AT&T “Shedding Styles”

The problem with most celebrity endorsements is that the ads they usually appear in rely too much on their presence alone to carry the commercial rather than an actual concept. This AT&T spot starring Mary J. Blige is no exception; it’s all about watching the singer make several fluid wardrobe changes backed by her new single “The One.” Here, there is no “one.” She looks fabulous in all of them. And since the point of the spot is that AT&T offers a wide selection of full-keyboard phones, Blige sports a different cell phone to match each new outfit she wears. The spot, directed by music video director Dave Meyers, is nothing special, except that it features the first single off her new album and that in itself will bring AT&T some attention with or without its stylish new phones.-Eleftheria Parpis