Ogilvy Debuts the 'M Life' in First Spots for Telecom

The countdown to Brandweek is on! Join us, Sept. 12-16, to identify new growth opportunities, solve challenges and connect with power players. View the lineup and secure your pass.

AT&T Wireless is expected to launch its new ad campaign from Ogilvy & Mather during the Super Bowl; the theme is, “Welcome to m life,” sources said.

The agency is hoping the line, which is short for “mobile life,” be comes part of the lexicon in the same way the term “e-business” has caught on.

The AT&T Wireless campaign, Ogilvy’s first since winning the $400 million global account in July, positions the telecom’s services as a form of freedom for humans, who were not meant to be “tethered to LAN [Local Area Network] lines,” one source said.

The first execution,...

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in