AT&T 'Hands' Advertising Campaign Voted 'America's Favorite Magazine Ad' by Consumers

Campaign Showcases Company's Leadership in International Wireless Services.

Consumers have put their hands together for �Hands,� a popular AT&T* ad campaign that touts the company�s international wireless leadership, by voting it �America�s Favorite Magazine Ad� in a new contest sponsored by Magazine Publishers of America.

The �America�s Favorite Magazine Ad� competition is a spin-off of Magazine Publishers of America�s prestigious Kelly Awards, which recognizes outstanding magazine ad campaigns as determined by leaders in the advertising industry. �America�s Favorite Magazine Ad� was created to give consumers an opportunity to vote for their own favorites based on creative excellence. AT&T�s �Hands� beat out campaigns by 26 other leading brands.

In the �Hands� campaign, created by BBDO, human hands are intricately painted and posed to depict iconic images representing countries around the world that fall within AT&T�s international footprint. The result is stunning imagery that draws viewers into the artwork while communicating AT&T�s brand proposition of having more phones that work in more places.

Acclaimed artist Guido Daniele of Milan, Italy paints the hands, a process that can take up to a full day. Examples have included hands painted and arranged to become the Great Wall of China; the Rialto Bridge (Venice, Italy); elephants (India); tulips (Netherlands) and an exotic bird among trees (Costa Rica), among many other executions. In total, more than 17 iterations have been released since the campaign debuted in 2008.

The �Hands� ads have been heralded by consumers and the public throughout the life of the campaign. Last year, for example, AT&T provided huge reprints of �Hands� images at the request of a Georgia camp for children with cancer that was dressing its cabins for their summer theme of �Around the World.�

�It�s one thing to cut through the clutter. It�s quite another to inspire people to stop and stare at your message, or to go a step further and write you to request copies � both of which we know are a possibility when people see our �Hands� ads,� said Daryl Evans, vice president of advertising and marketing communications for AT&T Mobility and Consumer Markets. �We�re extremely proud of this campaign.�

The ads have appeared in print (both newspaper and magazine) and in creative out-of-home applications, including on the backs of airplane tray tables, in airport terminals, wallscapes, transit station dominations, three-dimensional cubes in Times Square, �El train� wraps and taxi tops.

International Wireless Leadership

AT&T�s efforts to market its international wireless services in such a compelling way reflect the company�s overall focus on leadership in the category.

�We saw early on that a major opportunity existed in staking a leadership position when it comes to international wireless services,� said David Christopher, chief marketing officer for AT&T Mobility and Consumer Markets. �We knew that businesses and individuals would continue to work and play around the globe more and more, so we set about creating a seamless experience for these customers. We�ve shaped our device portfolio to offer the most phones that work around the world. We�ve aggressively added countries to our voice and data footprint. And along the way, we�ve told our story with a remarkable advertising campaign.�

AT&T has the broadest international coverage of any U.S. wireless provider, delivering voice service in more than 215 countries and data service in more than 170 countries. AT&T also offers voice and data roaming coverage on 130 major cruise ships, as well as 3G services in more than 95 countries.

In the spirit of �One World, One Phone,� AT&T has built an arsenal of more than 40 quad-band devices, those that work on all four GSM frequencies (850/900/1800/1900 MHZ). In fact, AT&T has more quad-band phones than any U.S. carrier. AT&T also has the widest selection of 2100 MHz devices which are required for Japan and Korea.

For more information on AT&T�s international services, visit www.att.com/global.