AT&T to Give Go-Ahead to New Y&R, FCB Work

AT&T’s new corporate-image campaign shakes off its 20th-century association with voice-based services and embraces the array of high-tech offerings more identified with 21st-century technology, according to sources.

Scheduled to break during the Olympic games in September, the TV and print effort is from roster shops Young & Rubicam and FCB Worldwide, respectively.

The spots feature an animated AT&T logo that, in one ad, “ping-pongs” onscreen to show the speed of broadband; in another, the logo morphs into abstract designs to illustrate AT&T’s “boundless” offerings, a source said.

FCB’s 20 print executions in-clude concepts such as “AT&T broadband makes a cubicle feel so much bigger” and “Now your local school can be just like Harvard without the ivy.”

The work tries to show that the Basking Ridge, N.J.,