AT&T Tunes Up for Oscars

DALLAS GSD&M has created a special online ad campaign for AT&T leading up to the 78th Academy Awards broadcast March 7, the client said.

AT&T will advertise on the Oscars telecast via its 30-second “Spread the Word” spot, created by Omnicom Group’s GSD&M of Austin, Texas, and independent Rodgers/Townsend of St. Louis. The spot broke in January to create a new brand image for the company created by SBC Communications’ $16 billion acquisition of AT&T completed in October 2005. SBC then announced it would take the AT&T name.

GSD&M and Rodgers/Townsend relaunched “the new AT&T” under the “Your world delivered” tagline. Variations on that line, “Red carpet. Delivered” and “Gossip. Delivered,” will be used on the official site, the company said. Another GSD&M commercial, “Transparency,” will appear on the Web site, the company said.

After the show, AT&T will run “Spread the Word” and the award-related online ads on E! Entertainment Television and E! Online.

AT&T’s Academy Awards spots follow the company’s advertising during a number of major entertainment and sporting events this year, including Super Bowl XL and the 2006 Winter Olympic Games. All of the ads are part of the costliest campaign in telecommunications history, with estimates ranging as high as $500 million.

GSD&M, which represented SBC before the AT&T deal, also handles media for the client.