AT&T’s latest bid to play up its network coverage: “Paper Dolls,” a spot that follows a paper doll family living in our world. In AT&T’s words,
“As the spot builds, it visually brings AT&T’s coverage to life while we watch the father character keep in touch with his family while traveling throughout the country. The spot continues to connect the father with his family back home as he receives picture and video messages throughout his travels. While waiting in line for a taxi, we see the father look to another video message and at this point hundreds of paper dolls unfold from him, extending across the country. As the last paper doll folds out we see that the dolls have connected him all the way back home and the father reaches out his hand to reunite with his wife and kids.”
If it’s trying to communicate that it’s coverage doesn’t cut out, using cut-out figures may not be the best motif to go with. The spot also, interestingly, visually references fall’s hot color, picking up on the shade of orange from its controversial Rethink Possible “Blanket” spot.