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The Richards Group has fun taking a negative approach in new television advertising for AT&T’s broadband Internet and digital cable services that broke this month.
The humorous effort was likened to negative political ads by Richards creative group head Kevin Swisher, who noted the Dallas agency has produced its fair share of positive retail spots for AT&T. A suggestion from the Denver-based client, however, led Richards to highlight competitors’ technological deficiencies.
When the creative team looked into satellite technology, they discovered odd details, Swisher said.
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