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NEW YORK — AT&T Wireless is expected to launch its new ad campaign from Ogilvy & Mather during the Super Bowl; the theme is, “Welcome to m life,” sources said.
The agency is hoping the line, which is short for “mobile life,” becomes part of the lexicon in the same way the term “e-business” has caught on.
The AT&T Wireless campaign, Ogilvy’s first since winning the $400 million global account in July, positions the telecom’s services as a form of freedom for humans, who were not meant to be “tethered to LAN [Local Area Network] lines,” one source said.
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