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Paying your bills online isn’t brain science—so ads touting a service that allows one to do so needn’t be compli cated, either.

That’s the creative idea behind the first TV spots for AT&T Online Billing, which broke earlier this month via Foote, Cone & Belding in New York.

“We realized that [online billing] is not a very serious subject that people spent a lot of time thinking about,” said Lucille Guardala, shop svp, group creative director.

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