The AT&T commercial shows us two children, dressed like they belong in a fairy tale, walking by themselves in a big, made up city. Based on the story of Hansel and Gretel, they are throwing breadcrumbs behind them, so they will be able to find their way back home. The city in which the scenes are set plays an important role for the purpose of selling the product, acting as a third main character. At first, the city looks nice, sunny and, even though it is crawling with people, it seems safe. All of the sudden, darkness. Things don't look as safe or calm anymore: there is almost no natural light, vendors are securing their stores, there are not many people around. The city presents itself as a dangerous place, especially for two little kids who seemed so out of place to begin with.
The aim of this commercial is to highlight people's fears and use them to sell their product. First, it aims for one of kids' biggest fears: getting lost. Second, and also most importantly, the ad plays on a parent's (and more specifically a mother's) biggest fear: loosing his or her child. If we also consider the fact that the environment in which the scene develops is a city, the fear is amplified: a city is often seen as an unknown place, one where it is even easier to get lost (or lose someone).
What the target audience is led to believe is that if they get an AT&T phone, they can be connected to their children at all times, and even when they are not, they can completely trust that AT&T will make sure their kids find a safe way back home. With this alternative, they won't have to rely on those pesky breadcrumbs anymore.
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