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N W AYER BRAND CAMPAIGN FOR AT&T BREAKS APRIL 26; ADS FORETELL NEW TECHNOLOGY COMING OVER AT&T NETWORK

 NEW YORK, April 16 /PRNewswire/ -- AT&T's (NYSE: T) first corporate brand advertising campaign in three years will break on television Monday, April 26. The multimillion-dollar campaign was created by Ayer New York.
 Featuring actor Tom Selleck's voice, the campaign carries the message that AT&T will soon offer many new and innovative high-tech products and services that fit seamlessly into people's lives and enable them to do things they never could before.
 The voice-over and the visuals describe how these powerful, yet easy-to-use devices and systems will improve the way people communicate, work and live.
 "We want people to know just how innovative the new AT&T is," said Linda Urben, corporate advertising manager at AT&T. "We've always employed the latest technology and made it easy to use: Everyone knows there's nothing easier than making a phone call. But today's customers expect more from technology. We'd like them to know that we're their kind of company."
 TV, radio and print advertising will focus on the benefits that new products and services will provide consumers. For example, the ads describe near-future capabilities such as interactive distance learning, electronic information retrieval, interactive video, intelligent highway systems, video conferencing, personal communicators and video navigation for drivers.
 Brief vignettes tell consumers that soon they will be able to improve their lives by sending faxes from the beach with a personal communicator, attending a meeting while at home by using video conferencing on personal computers, paying road tolls without slowing down, or buying concert tickets with a smart card.
 The campaign is targeted to a contemporary audience. The purpose of the campaign is to inform viewers that "futuristic" communications technologies they have heard about in the media will, in fact, be available in the near future in ways that enrich their lives. The verification of this is the fact that a company they know and trust is behind it.
 The theme of the AT&T campaign is YOU WILL. The ads pose questions such as: "Have you ever tucked your baby in from a phone booth?" Then, providing the answer: "You will. And the company that will bring it to you ... AT&T."
 The brand campaign embodies AT&T's mission of being the world's best at bringing people together -- giving them easy access to each other and to the information and services they want and need -- anytime, anywhere.
 The advertising will run for the rest of 1993 on network and cable TV, cinema, magazines and radio. Radio ads begin earlier, on Monday, April 19.
 (A) -- "YOU WILL" is a Service Mark of AT&T.
 -0- 4/15/93
 /CONTACT: Kevin Tedesco of N W Ayer, 212-474-6003, or at home, 908-654-7325, or Andrew Myers of AT&T, 908-221-2737, or at home, 908-522-9485/
 (T)


CO: AT&T; N W Ayer ST: New York IN: ADV TLS SU:

TS -- NY014 -- 6625 04/16/93 09:23 EDT
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Date:Apr 16, 1993
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