Thirty seconds seems too little time to successfully brand a product, yet AT&T seems to master the art of creativity in their ‘Hansel and Gretel’ commercial. The idea that children can own and operate a cell phone still seems quite surreal to me; however, the two young children, presumably eight years old or so, successfully could use the GPS feature of a phone to navigate throughout a city. The ingenious idea of using dated characters that are easily recognizable to sell a modern piece of technology helps to connect people from all walks of life. Whether elderly, young, rich, or poor, everyone relates in some way to Hansel and Gretel.
Casting young children in a cell phone commercial allows the viewer to rethink modern times. A decade ago, elementary school children never dreamed of owning a cell phone, yet today cell phones top their Christmas and Birthday lists. The idea that AT&T continues thinking to the future helps them remain a leading cell phone carrier today. Within thirty seconds, advertisers reached multiple audiences while selling not only a phone but also a ‘new’ feature. The youth of the characters shows not only that younger generations have a use for cell phones, but also the ease of use for the advanced features, such as the GPS.
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