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Consumer Empowerment at the Forefront of AT&T's New Ad Campaign Featuring National Spots on Major Spanish-Language Networks

The flagship "It's What You Do With What We Do" is highlighted in new ads, including two Spanish-language TV spots, will illustrate how customers are using the latest devices to enrich their lives

DALLAS, April 11, 2012 /PRNewswire/ -- Millions of people today check their social online profiles several times a day, share stories with friends, watch videos online, check in at their current location, and tag friends on photo albums. In more ways than we may often realize, technology is woven into our everyday lives. With more daily routines revolving around hand-held devices and social media apps, we're seeing a shift in the way we perceive technology – from feeling overwhelmed to feeling empowered and intrigued by it. With that new perception in mind, AT&T* announced today the launch of a new ad campaign that brings to life how AT&T devices and mobile technology enhance our daily lives.

"It's What You Do With What We Do" is the theme of the new consumer ad campaign that illustrates how AT&T products, services and mobile technology create richer experiences and new possibilities in customers' lives. It's an extension of the inspirational "Rethink Possible" ad campaign launched two years ago that captured AT&T's spirit of innovation and commitment to making life richer for customers.

"The Shoot" featuring Latin recording artist, Ricardo Arjona

On April 9, AT&T started to air the first Spanish-language commercial featuring the new "It's What You Do With What We Do" campaign line. Titled "The Shoot," the spot shows how a teenage boy uses his ultra-cool device – the Nokia Lumia 900—to record Guatemalan singer-songwriter Ricardo Arjona's performance. Later in the spot, the boy hands his mother a Nokia Lumia 900 and shows her the various features, including the Live Tiles and the People Hub. The spot ends with the teenager playing the Arjona video he recorded earlier with his Windows Phone and Arjona giving him a sign of approval. "We're beyond excited about our new consumer ad campaign. Technology is embedded in our daily routines, so it's becoming clear that our mobile technology and wireless products and extensive portfolio help enrich the lives of our customers  in a way that it empowers them to be successful," said Roberto Garcia, executive director, Hispanic Marketing, AT&T.

The new consumer ad spot showcases how AT&T's technology enables richer, better experiences for customers, allowing them to connect with the people and things that matter most.  "The Shoot" featuring Ricardo Arjona's song "Mi novia se me esta poniendo vieja" – included in his latest album "Independiente" – is a tribute to moms across the country – the person that matters most in our lives – just in time for Mother's Day.

The spot will air during Mother's Day promotional window, beginning April 9 through May. Here's an early peek at this commercial http://www.youtube.com/watch?v=tgZQNQYt4PI

"Beautifully Different Like Your Mom"

Just in time for Mother's Day, "Beautifully different like your mom" is the proposition for this TV spot.

On the outside, the Nokia Lumia 900, the Windows Phone named "Best of CES" for all smartphones, has a spectacular design:

  • The phone stands out with a truly distinct, sleek contemporary design. The Nokia Lumia 900 has a 4.3-inch ClearBlack AMOLED display for rich, bright images both indoors and out and a long-lasting 1830 mAh battery for enjoying content. Available in unique and eye-catching cyan blue and a matte black.

On the inside, it runs on AT&T's superfast 4G LTE network and on Microsoft's Windows Phone operating system:

  • All the things you care about the most are organized in a simpler way in your home screen.
    • With People Hub, you'll find everyone in one place – all your Facebook, LinkedIn, Twitter, and email contacts at your fingertips. Additionally, with Live Tiles and Internet Explorer 9, you'll never miss an update or an opportunity to post what's going on in your world. With an engaging interface and intuitive design, you'll be just a few taps away from enjoying the people and things that matter most.

The Nokia Lumia 900 is now available exclusively in the U.S. from AT&T for $99.99

For additional details, follow us on Facebook at facebook.com/attlatino or visit espanol.att.com.

Limited 4G LTE availability in select markets. Deployment ongoing. 4G LTE device and data plan required. LTE is a trademark of ETSI. Learn more about 4G LTE at att.com/network.

Limited-time offer. Nokia Lumia 900 requires a new 2-yr wireless agreement with voice (min $39.99/mo) and min monthly data plan ($20/mo). Subject to Wireless Customer Agrmt. Credit approval req'd. Activ fee $36/line. Geographic, usage and other terms, conditions and restrictions apply, and may result in svc termination. Coverage and svcs not avail everywhere. Taxes and other charges apply. Data (att.com/dataplans): If usage exceeds your monthly data allowance, you will automatically be charged overage for additional data provided. Early Termination Fee (att.com/equipmentETF): After 30 days, ETF up to $325. Restocking fee up to $35. Other Monthly Charges/line may include a Regulatory Cost Recovery Charge (up to $1.25), a gross receipts surcharge, federal and state universal svc charges, fees and charges for other gov't assessments. These are not taxes or gov't req'd charges. Visit a store or att.com/wireless to learn more about wireless devices and services from AT&T.

*AT&T products and services are provided or offered by subsidiaries and affiliates of AT&T Inc. under the AT&T brand and not by AT&T Inc.

About AT&T

AT&T Inc. (NYSE: T) is a premier communications holding company and one of the most honored companies in the world. Its subsidiaries and affiliates – AT&T operating companies – are the providers of AT&T services in the United States and around the world. With a powerful array of network resources that includes the nation's fastest mobile broadband network, AT&T is a leading provider of wireless, Wi-Fi, high speed Internet, voice and cloud-based services. A leader in mobile broadband and emerging 4G capabilities, AT&T also offers the best wireless coverage worldwide of any U.S. carrier, offering the most wireless phones that work in the most countries.  It also offers advanced TV services under the AT&T U-verse® and AT&T │DIRECTV brands. The company's suite of IP-based business communications services is one of the most advanced in the world. In domestic markets, AT&T Advertising Solutions and AT&T Interactive are known for their leadership in local search and advertising. 

Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com.  This AT&T news release and other announcements are available at http://www.att.com/newsroom and as part of an RSS feed at www.att.com/rss. Or follow our news on Twitter at @ATT.

© 2012 AT&T Intellectual Property. All rights reserved. Mobile broadband not available in all areas. AT&T, the AT&T logo and all other marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks contained herein are the property of their respective owners.


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