Any way you want it

The messaging strategy of this commercial is brilliant on AT&T's part. Someone finally realized that Generation Y is all about the band Journey as the classic throwback. Play any Journey song at a social gathering and you can instantly have the entire room singing along. And as we all know, texting is a signature trait of Generation Y'ers. So with a quick call to action message at the end to get their AT&T phone anyway they want it, viewers are left with the simple message they need to convince them this is the phone for their generation. This commercial also follows the AIDA model extremely well. The target audience's ATTENTION is immediately grabbed by the song, their INTEREST is peaked when they see the easy to use features of the phone and how texting is made so simple. DESIRE is built at the end of the commercial when customers feel the need to buy the latest phone from AT&T to fit their texting needs, then ACTION is taken by the consumer who goes out and makes the purchase. That's the way we need it.