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Launch Speeds AT&T on Its Way

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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. "We said here's an idea that will overcome a lot of negative perceptions," said agency partner Michael Boone.

The spots will air on cable and network stations in Dallas during the times AT&T can deliver on its quick-installation vow, Boone said.

The campaign also includes radio and direct mail.

Launch won the business in July following a review with undisclosed regional agencies. The client, a business unit of AT&T, had previously used a number of agencies for creative projects.

Launch is expected to retain the business after the pending Comcast Corp. acquisition of AT&T Broadband later this year. Despite the corporate changes, creating awareness of AT&T's products remains a priority, Boone said.

"It's an extremely competitive segment and AT&T can't sit out and wait for the corporate restructuring," he said.