Start the new year right with a new smartphone from AT&T Next.
iSpot Review — July 8, 2015
Partnering with Nokia and HTC,
among others, AT&T is running this brief TV commercial to remind viewers
that it offers new plans with zero-percent down. The creative is the kind intended for
promotional bursts during peak sales periods. The spot gives screen-time to
featured brand-named phones, while the voiceover describes the promotional
In this kind of ad, the final
impact on viewers is just as dependent on the brand and product power brought
to bear from the partner companies. If HTC or Nokia has the hot new phone, and
this ad features them, then the overall impact of the ad will be greater.
Hindsight suggests neither HTC nor
Nokia were particularly powerful partner brands in the ad. Nevertheless,
quantifying and visualizing a sales message like "zero-percent down" is
typically a safe bet for effective advertising.