You Will
For other uses, see You Will (disambiguation).
"You Will" was an AT&T marketing campaign from the early 1990s directed by David Fincher.[1][2] Each ad presented a futuristic scenario beginning with "Have you ever…" and ending with "…you will. And the company that will bring it to you: AT&T."
The ads were narrated by Tom Selleck;[1] one sequence of a mother smiling at her baby through a video call featured future star Jenna Elfman.
Innovations
The proposed innovations included:[3]
- Grocery checkout machines that would process an entire cart at a time without the groceries needing to be removed, presumably via RFID or something similar ("Have you ever checked out at the supermarket, a whole cart at a time?")
- Telemedicine ("[Have you ever] put your heads together, when you're not together?")
- Intelligent personal assistants ("Have you ever had an assistant who lived in your computer?")
- Videoconferencing ("Have you ever shown up for a meeting in your bare feet?")
- GPS navigation systems with automatic rerouting based on live traffic ("Have you ever crossed the country without stopping to ask directions?")
- Wi-Fi/WAN, tablet computing and portable pen computing ("Have you ever sent a fax from the beach?")
- Smartwatches ("[Have you ever] gotten a phone call, on your wrist?")
- Self-service kiosks ("Have you ever renewed your drivers license at a cash machine?")
- Real-time online collaboration, envisioned as two students teaching each other their native languages over videophone ("Have you ever studied with a classmate thousands of miles away?") and, in a separate ad, as a father reading a bed-time story to his child remotely, while they both view the same page of the story on their individual laptops.
- Online libraries ("Have you ever borrowed a book, thousands of miles away?")
- Electronic toll collection ("Have you ever paid a toll without slowing down?")
- Video on demand ("Have you ever watched the movie you wanted to, when you wanted to?")
- A combination of video conferencing, speech recognition, and translation software ("[Have you ever] conducted business in a language you don't understand?")
- Home automation ("[Have you ever] kept an eye on your home when you're not at home?") which is accessed in the ad via a touchscreen smartphone.
- Distance learning ("[Have you ever] learned special things, from far away places"?) as a student learns the history of jazz via video conference with his teacher.
References
- 1 2 Remember The AT&T Ads About the Future? You Will
- ↑ David Fincher - Other works
- ↑ Kicker Studio | AT&T’s “You Will” Ads, 15 Years Later
External links
- Press release announcing the campaign
- Series of four ads on YouTube
- Six of the ads from adland.tv
- New AT&T "You Will" spots created by the AT&T Tech Channel
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