Umm, what?

I know what telecommunications are. I also know what innovation is. But the former fits easily into a saleable package whereas the other floats free on the wings of the speckled-breasted jackasserobin. I’m not saying AT&T can’t pull this off, but it’s going to be a hard row to hoe. After all, are they going to be touting innovations outside of the communications field? Will I soon be able to get an AT&T insulin pump? I somehow doubt it.

Granted, I won’t be sorry to see the lame wonkishness of “Your world. Delivered.” go away. (The new tag is “Rethink possible.” which feels too derivative of Apple’s classic “Think Different.” for my taste.) Or those Luke Wilson ads die off (sorry, Luke, nothing personal). But when there are companies like Apple and even Dyson (check out their sweet new bladeless fan) roaming the Hills of Innovation, trying to climb that mountain seems like a slog worth avoiding.

But who knows. Maybe the work will blow me away. After all, BBDO does great work for FedEx. Bring it, guys. Prove me wrong. I’ll be happy to recant.

Later,

Fox