Rethink Possible

Rethink Possible. The new AT&T campaign that diverges from the Map-for-that battle with Verizon and towards branding. I LIKE!

This ad especially.

Butterfly Effect - small differences in the initial condition of a dynamical system may produce large variations in the long term behavior of the system. [http://en.wikipedia.org/wiki/Butterfly_effect]

Every choice, every step you take, is changing the outcome of your life. Thinking back -- if my uncle hadn't started his own company, his company wouldn't have been sold to Microsoft, he wouldn't have known the CEO of Myspace, who then wouldn't have allowed me to be the first intern at Myspace, and I wouldn't have become interested in marketing, and this blog will not exist.

This is how things happen - in sequence. AT&T uses a simple idea that speaks to everyone, making them think. Everything that is possible is comprised of a billion mini steps prior... the question is, how does this improve AT&T's brand image?

Overall, I think "Rethink Possible" is a little blurry... I think AT&T/BBDO needs to think of a clearer tag line to explain the concept and relate it to the company. For example, "Rethink Possible -- AT&T redefines possible".

Great campaign though, much much better than Map-for-that. :)




-nanz