15 Buttons AT&T Wireless MLIFE Adverting mlife m-life Start Price USD 28.88 Current Price USD 28.88 Time Left 9 days 1 hours 6 minutes Bid Count 0 Buy It Now Price - Reserve Price - Start Time Tuesday, November 18, 2008 End Time Saturday, January 17, 2009 Location Saint Paul, Minnesota See more about '15 Buttons AT&T Wireless MLIFE Adverting mlife m-life' Description willyscbs Store 15 Buttons pins  AT&T Wireless "mlife" Adverting Campaign from 2002   AT&T Reveals 'mLife' Mystery After teasing the public in recent weeks with print, TV and billboard ads, AT&T Wireless Services (NYSE: AWE) has removed the mystery surrounding its "mLife" marketing campaign. During Super Bowl XXXVI, the carrier aired a series of commercials featuring young people, minorities and lots of navel-gazing. "The intent is to get people back to what is the basic power  of wireless communications ," company spokesperson Mark Siegel told Wireless NewsFactor. "And that is to let people stay free and connected at the same time. There has been too much effort on pricing and promotions in our industry, and we are getting back to the basics." Cutting the Cord The multimillion dollar brand-advertising and marketing platform defines a new vision for customers, AT&T Wireless said. The program impacts all areas of company's operations and includes new service offers, renovated retail outlets and a redesigned customer Web site. The mLife theme was launched about two weeks ago with a series of unbranded television, newspaper and outdoor ads. The connection to AT&T Wireless was revealed on Sunday night in a 60-second spot during the third quarter of the Super Bowl. That message, which was preceded by four 15-second ads by the company during the game, featured a wide array of bare bellies and culminated with the cutting of a newborn's umbilical cord. "We wanted to emphasize that AT&T Wireless' services enable people to cut the cord; to cut all of the connections that tie them down," Siegel said. The ad ended with the line, "We are meant to lead a wireless life. Now we truly can. Welcome to mLife." MetLife Offers Legal Challenge While Siegel didn't reveal the cost of the campaign, developed by the firm Ogilvy and Mather of New York City, 30-second spots during the Super Bowl were going for about US$2 million apiece. And it almost did not get off the ground, as insurance giant MetLife (NYSE: MET) filed a lawsuit Friday seeking a temporary injunction to bar AT&T Wireless from using "mLife" in its ads. MetLife asserted that the wireless carrier was infringing its trademark rights and said AT&T Wireless television and print ads promoting "mlife" had a similar look and theme to MetLife's "Have you met life today?" ad campaign. In response, Siegel said, "Last time we checked, everyone is still free to use the thirteenth letter of the alphabet, 'm.' AT&T Wireless and MetLife offer entirely unrelated products and services. As such, there isn't the remotest chance that AT&T Wireless' use of 'mLife' could in any way confuse consumers or dilute MetLife's brand." The suit was withdrawn the same day it was filed, Siegel said, adding that discussions are continuing between the two companies. "We will move forward with this marketing platform," he said. "We have spent millions of dollars and lots of sweat equity on it." The M-words While obviously referring to the term "mobile ," Siegel said, mLife lets each person create his or her own meaning, such as "multitasking," "modern" and "managed." The campaign launched Sunday will continue in the coming weeks, with a newspaper ad running in major markets and a second 60-second TV message, Siegel said. Future ads will focus on wireless services such as SMS (short message service), e-mail access and entertainments, he said. "mLife is a lot more than an advertising slogan. It is our vision of the benefits we uniquely provide to our customers," said Mohan Gyani, president of the company's mobility services business. "As a result, the company will change the way it creates and introduces new service offers, with primary emphasis on how the offer helps the customer lead his or her mLife. Price will not be the star of this new movie." The company, with some 18 million subscribers, said it will begin renovating its retail stores this year, and that customer Web sites will be redesigned to reflect the mLife theme.   Powered by eBay Turbo ListerThe free listing tool. List your items fast and easy and manage your active items. Place a Bid!