In a re-branding effort, AT&T has launched a new and optimistic advertising campaign “Rethink possible” positioning themselves as a company moving forward.

With the new campaign, AT&T is trying to focus consumers on their innovations versus comparisons among other telecommunications companies.

«There’s so much innovation happening at the company that I think people don’t know,» stated Esther Lee, senior vice president for brand marketing and advertising at AT&T in Dallas. «We spend an average $18 billion to $19 billion a year on our network, our technology and our inventions in order to drive the future of how people are going to live on our network.»

In this effort to rebrand using “Rethink possible”, AT&T turned to Interbrand New York to help develop and design updating the trademark logo. The TV advertising for the campaign came from Omnicom Group’s BBDO and introduced the tagline during the broadcasting of the Masters golf tournament started back in April.

The positive open-thinking campaign includes television commercials, print media ads as well as online advertision. It will also incorporate social media such as Facebook. In-store signage and messages pertaining to AT&T employees will build upon the commercials they ran during the Winter Olympic games. “Here’s to possibilities” was the theme of those commercials saluting athlete’s individual achievement.

The “Rethink possible” campaign is quite a direction change from recent ad wars waged between AT&T and their top competitor Verizon over 3G coverage capabilities. The battle of words even led to a lawsuit so the newly focused campaign with be a welcomed injection of sunshine by consumers if not very successful for the telecommunication giant.