{"id":2812,"date":"2021-10-04T11:48:57","date_gmt":"2021-10-04T06:18:57","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2812"},"modified":"2021-10-04T11:48:58","modified_gmt":"2021-10-04T06:18:58","slug":"att-reach-out-and-touch-someone","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/10\/04\/att-reach-out-and-touch-someone\/","title":{"rendered":"Iconic Ads: AT&#038;T &#8211; Reach Out and Touch Someone"},"content":{"rendered":"\n<p>In the face of mounting concerns about AT&amp;T&#8217;s (Bell Systems then) impending monopoly, N.W. Ayer, one of America&#8217;s oldest advertising companies, required a creative way to assist AT&amp;T to soften its image.<\/p>\n\n\n\n<p>And establish the corporation as a necessary part of everyday life in the United States.<\/p>\n\n\n\n<p>Marshall McLuhan, a Canadian educator, philosopher, and media theory expert, is credited with coining the phrase, ostensibly to capitalize on people&#8217;s need to interact with one another. (He also coined phrases like &#8220;the medium is the message&#8221; and &#8220;global village.&#8221;)<\/p>\n\n\n\n<p>The goal of the 1979 campaign, according to its creators, was to convey the idea that long-distance calling is a &#8220;simple, non-traumatic experience.&#8221;<\/p>\n\n\n\n<p>How did it manage to do so? \u201cSelling emotion\u201d is how.<\/p>\n\n\n\n<p>So, how did this small success story get started? It turns out that the campaign&#8217;s central &#8220;reach out and touch someone&#8221; phrase dates back to at least 1971, but it wasn&#8217;t until the ads we all know began airing around 1979 that it became the star of the show.<\/p>\n\n\n\n<p>The creative team was led by Richard Keith.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"187\" height=\"269\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT4.jpeg\" alt=\"\" data-id=\"2814\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT4.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2814\" class=\"wp-image-2814\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"189\" height=\"266\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT-2.jpeg\" alt=\"\" data-id=\"2816\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT-2.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2816\" class=\"wp-image-2816\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"188\" height=\"268\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT3.jpeg\" alt=\"\" data-id=\"2815\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT3.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2815\" class=\"wp-image-2815\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"195\" height=\"259\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT1.jpeg\" alt=\"\" data-id=\"2817\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT1.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2817\" class=\"wp-image-2817\"\/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img loading=\"lazy\" decoding=\"async\" width=\"734\" height=\"1024\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Reach-out-and-touch-someone-The-best-tennis-player-1982-750x1047-1-734x1024.jpeg\" alt=\"\" data-id=\"2813\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Reach-out-and-touch-someone-The-best-tennis-player-1982-750x1047-1.jpeg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=2813\" class=\"wp-image-2813\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Reach-out-and-touch-someone-The-best-tennis-player-1982-750x1047-1-734x1024.jpeg 734w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Reach-out-and-touch-someone-The-best-tennis-player-1982-750x1047-1-215x300.jpeg 215w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/Reach-out-and-touch-someone-The-best-tennis-player-1982-750x1047-1.jpeg 750w\" sizes=\"(max-width: 734px) 100vw, 734px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>\u201cTake, for example, AT&amp;T&#8217;s long-distance ad campaign, &#8216;Reach out and touch someone.&#8217; The line had previously been used in a print campaign when it was created by N.W. Ayer in the mid-1970s, Keith recalled.<\/p>\n\n\n\n<p>The sentence, along with four additional choices, was set to music. \u201cReach out and touch someone\u201d was not a favourite of the client, he explained. &#8220;Keep in contact, America,&#8221; they desired.<\/p>\n\n\n\n<p>Despite AT&amp;T&#8217;s preference for the USA-centric campaign, Keith urged the company to allow him to test the phrase alongside the favourite one more. He stated that \u2018reach out and touch someone&#8217; was preferred 2 to 1.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads: AT&amp;T - Reach Out And Touch Someone\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/BIGSdwdPxQk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads: AT&amp;T - Bell System  Reach out and touch someone  2\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/gGqN5C2xXXQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>And, as they say, the rest is history. He remarked, &#8216;My major contribution was not thinking about it, but simply fighting for something at the proper time.&#8217;<\/p>\n\n\n\n<p>Stanley Lomas produced the famous films. David Lucas, a well-known composer, composed the music.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Emotions were used by AT&#038;T to communicate long-distance telephony through the famous line &#8211; Reach Out and Touch Someone<\/p>\n","protected":false},"author":1,"featured_media":2818,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,10],"tags":[39,945,946,944,947],"class_list":["post-2812","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-marketing","tag-advertising","tag-att","tag-bell-systems","tag-nw-ayer","tag-reach-out-and-touch-someone"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: AT&amp;T - Reach Out and Touch Someone Point of View<\/title>\n<meta name=\"description\" content=\"Emotions were used by AT&amp;T to communicate long-distance telephony through the famous line - Reach Out and Touch Someone\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/10\/04\/att-reach-out-and-touch-someone\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: AT&amp;T - Reach Out and Touch Someone Point of View\" \/>\n<meta property=\"og:description\" content=\"Emotions were used by AT&amp;T to communicate long-distance telephony through the famous line - Reach Out and Touch Someone\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/10\/04\/att-reach-out-and-touch-someone\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-04T06:18:57+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-04T06:18:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/10\/AtT-logo.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"287\" \/>\n\t<meta property=\"og:image:height\" content=\"175\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/10\\\/04\\\/att-reach-out-and-touch-someone\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/10\\\/04\\\/att-reach-out-and-touch-someone\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: AT&#038;T &#8211; 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