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September 15, 2010

Local search is quite an emotional experience at AT&T's YP.com

By David Kiefaber on Wed Sep 15 2010

AT&T is rebranding Yellowpages.com as YP.com, a hip, modern local search site for people too busy to read or type entire words. The telecom titan hired Butler, Shine, Stern and Partners to make some ads for them. "Click less. Live more" is the slogan they came up with, and the TV, print, outdoor and digital ads will explore the human side of Web searches. So far, the ads range from the obvious (Mom with a sick child looking up pharmacies) to the fairly inventive (a guy looking for auto parts to recapture a childhood memory), and the idea is to move beyond the "functional" side of local searching into the "emotional" side, according to AT&T advertising vp Erick Soderstrom. (In a bizarre Mr. Miyagi moment, Soderstrom adds that modern Web searching is "less about what you are trying to find as opposed to what are the resources you are looking for.") Check out a second spot after the jump.


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