Monday, February 04, 2002

Don't get an Mlife just yet.

Ogilvey and Mather has done a magnificent job branding IBM as the leader in "e-business" solutions. The IBM "e-services" marketing and advertising campaign continues to this day and it continues to be effective.

But what works in one space does not necessarily work in another. Ogilvey and Mather's campaign for AT&T Wireless is the IBM campaign reconfigured. It's called "Mlife" and the big idea is that we should cut the cord and embrace the mobile era. There's one small problem. AT&T Wireless doesn't work in service areas all over the United States. So the idea that we can all live an "Mlife" is ludicrous on its face. It's even more ludicrous when one considers that G2.5 service has not yet been introduced to most of the country and that G3 service is many months, if not years, away.

The biggest mistake you can make in the advertising business is to overpromise and under-deliver. That is exactly what the Mlife ads do.