A lot has changed for AT&T over the years, visible in its changing identity. Yesterday, AT&T launched a new brand campaign that introduces the theme of “Rethink Possible” and tries to do what few other companies — like Nike, Target and Apple — can, drop the name from the logo.
As the New York Times reported, the advertising is being handled by BBDO while the identity is being massaged by Interbrand, who also did the redesign back in 2005. The video above is surprisingly hip — Omnes, Stag and Stag Stencil work well together — the pacing is engaging and the style trendy without being too trendy. Definitely a step in the right direction, even with all the motivational mumbo jumbo. The new commercials can be seen at the micro site for Rethink Possible.

