AT&T and SBC Communications Inc. just merged, and they’re celebrating by launching a multi-million dollar advertising campaign in New York’s Times Square, kicking it off tonight with an ‘unfamiliar voice’. Tommy Lee Jones, a well known celebrity who provided voice-overs for the company’s most recent ad campaign, was passed over for a voice of the people.
AT&T wanted to change their current voice-over image to better serve all of their customers, whether large companies or startups, and that meant dropping their celebrity voice-overs. Their new voice talent has a “smoother, non-celebrity voice free of Jones’ Texas drawl.” Sources say that most of the new spots will feature the slogan “Your World. Delivered.” The phrase, officials said, lets both businesses and residential customers know that the company can deliver services tailored to meet their needs and that it will deliver on its promises.
“We didn’t really want to go with a star,” Roy Spence, president of the ad firm overseeing the campaign said, adding that the company wanted to emphasize its ability to serve customers’ needs, no matter how small. This proves that professional voice talent will always be in demand.
Have a safe and happy New Year,