AT&T Wireless Kicks Off Major Brand Advertising and Marketing Program During Super Bowl XXXVI; Campaign's mLife Theme Defines Company's Vision for Customers.

Business & Technology Editors/Sports Writers

NEW YORK--(BUSINESS WIRE)--Feb. 1, 2002

Service Offers to Have New Focus; Retail Stores and Customer

Websites to be Redesigned

On Sunday during Super Bowl XXXVI, AT&T Wireless Services, Inc. (NYSE: AWE) will kick off a major brand advertising and marketing program that defines the company's vision for customers.

The campaign is aimed at a wide range of consumers, including, among others, young people and Hispanics, as well as business customers.

This new program will encompass all areas of AT&T Wireless' operations, resulting in refocused service offers, renovated retail stores, and redesigned customer websites, the company said.

The campaign uses the theme mLife(SM), which has been introduced in a series of unbranded television, newspaper, and outdoor ads during the last two weeks. mLife's connection to AT&T Wireless will be officially revealed on Sunday in a 60-second ad during the third quarter of the Super Bowl. Provocatively emphasizing that AT&T Wireless' voice and data services enable customers to cut the cord, the spot takes us on an accelerated tour of . . . belly buttons. Set to a whimsical and evocative original melody, the ad concludes with the line, "We are meant to lead a wireless life. Now we truly can. Welcome to mLife."

"With this new brand campaign, we are making a bold break from our industry's obsession with plans, prices, promotions, and patter about esoteric technology issues," said John D. Zeglis, the company's chairman and chief executive officer. "Instead, we are reaffirming the real power of wireless communication. That power is the ability of wireless to keep human beings connected -- to the people, information, and things that are important to them - while letting them be free of the limitations inherent in wired communication. Our point is that AT&T Wireless helps people live their lives in ways that are rewarding, relevant, and fun.

"mLife is our vision - a vision with a human face," Zeglis explained. "While clearly referring to the term 'mobile,' mLife also invites each person to invest it with his or her own meanings - for example, 'multifaceted,' 'managed,' and 'modern.' Those meanings will vary depending on how people live and prefer to communicate, but the fundamental promise of mLife will be consistent: offering people new and better ways to connect to the people and things they care about most. What unites us is our desire to be free yet connected - any time, all the time. The campaign we are launching on Sunday, which will unfold further in the coming weeks and months, is meant to show that AT&T Wireless is uniquely positioned to meet this need."

The mLife concept will be brought to life in a series of TV, print, radio, and outdoor ads that depict the many ways in which AT&T Wireless enables people to use wireless voice and data services, the company said. The campaign will also use special ads customized for the Hispanic market, the company noted.

In a second launch spot -- a 60-second TV ad that will air for the first time on Feb. 4 -- we see a series of vignettes featuring people from many walks of life living their mLives: a child going to school; a man on a business trip; a young couple who has just gotten married; an older couple dancing in their living room; and a class reunion, among others. The characters want to "stay connected and be free," in the words of the narrator, actress Linda Hunt. With mLife they can have both, she says.

"mLife is a lot more than an advertising slogan. It is our vision of the benefits we uniquely provide to our customers," said Mohan Gyani, president of the company's mobility services business. "As a result, the company will change the way it creates and introduces new service offers, with primary emphasis on how the offer helps the customer lead his or her mLife. Of course people will continue to get a great value from us, but price will not be the star of this new movie," Gyani said.

The ad implicitly invites viewers to ask questions about themselves, and in so doing to see how AT&T Wireless' voice and data communications services can help make their lives even fuller and easier to manage.

"The mLife campaign will also reinforce what the vast majority of people do not yet know -- that they can use wireless technologies other than voice to connect with people and information," said Andre Dahan, president of the company's mobile multimedia services unit. "With a wireless device you will have in your hand the ability to send short text messages, download and play games, get stock quotes and weather reports, check your email, and much more - whether you are at home, at work, in the car, on the beach, on a train, whatever. AT&T Wireless will be the leader in putting these and other services at people's fingertips," Dahan emphasized.

The company will also begin to renovate its retail stores in 2002, with an eye to creating exciting, attractive environments that customers look forward to visiting. In addition, customer websites will be redesigned to reflect the mLife theme.

The mLife campaign and marketing platform were developed by Ogilvy and Mather, New York.

About AT&T Wireless

AT&T Wireless (NYSE: AWE) is the largest independently traded wireless carrier in the United States, following our split from AT&T on July 9, 2001. AT&T Wireless operates one of the largest digital wireless networks in North America. With 18 million subscribers, and full-year 2001 revenues of $13.6 billion, AT&T Wireless is committed to being among the first to deliver the next generation of wireless products and services. Today, AT&T Wireless offers customers high-quality wireless voice and data communications services in the U.S. and internationally. AT&T Wireless Customer Advantage is the company's commitment to ensure that customers have the right equipment, the right calling plan, and the right customer services options -- today and tomorrow. For more information, please visit us at www.attwireless.com http://www.attws.com.