AdAge: AT&T Wireless Scales Back mLife Campaign

Ad Age says that AT&T is scaling back its "mLife" campaign in favor of its new "Reach Out and Touch Someone" effort by Goodby. Which is an extremely polite way of saying that mLife stunk so badly that they had to go back to a 1980s campaign when they realized their $700 million media budget was completely wasted. Woops. On the bright side, the very expensive production values of the mLife debacle won lots of awards for Ogilvy's creatives.

Online components of the "new" campaign should break in the next few months. The current Goodby Silverstein "Reach Out" work will appear only in traditional agency creative-friendly media of print, TV and outdoor. At least until the Goodby rock stars are introduced to computers and the Internet, the AT&T Wireless interactive work will come out of Digitas.