AT&T today launched a new image campaign with a budget estimated at $50 million.

The tagline for the new ads is Boundless, replacing the previous theme “It’s all within your reach”.

Dick Martin, executive president at AT&T, claimed the campaign was designed to repackage the brand as “dynamic, visionary, fast-moving, different, fun”.

The new ads are created by AT&T’s main roster agencies, FCB Worldwide (print) and Young and Rubicam Advertising (TV).

News source: New York Times