Launch Speeds AT&T on Its Way

AT&T Broadband Dallas takes “instant” to extremes in new television spots to promote its speedy installation, fast connection to the Internet and savings from digital phone service.

In one spot created by Launch Partnership, a woman tells her husband she wants to start a family. He reaches behind the couch and hands her a baby. In another, an intern celebrates his retirement after only two weeks at a company.

The Irving, Texas, shop, a unit of IPG’s Temerlin McClain, said the creative strategy followed research that showed consumers hate waiting for cable installation.