The ad beckons one to the Bahamas because AT&T's great cell phone coverage makes it possible to be connected even when traveling. And who wouldn't want to vacation in the Bahamas? The use of hands implies a deeper, subtle meaning. The symbolism of "reaching out" is not missed as AT&T's message boldly proclaims that their cell phone broadcasts globally. "Works in over 200 countries, like the Bahamas" is centered in the middle of the ad, signifying world wide coverage and appears directed toward cell phone users who travel or play in exotic locations of the world, possibly even in the "blue ocean" of the Bahamas. The most intriguing part of the advertisement is the hands have been painted with dramatic blues, purples, and pinks to create a fish, and a second set of hands holding the cell phone, in burnt sienna, mimics the look of coral. Painted by artist Guido Daniele of Milan, Italy, the realistic hands required an entire day to create (AT&T 'Hands' Advertising Campaign). The dazzling imagery, created by Daniele, draws viewers into the artwork while communicating AT&T's proposition of having "more phones that work in more places.".
As part of AT&T's campaign, the ad's creators masterminded the use of hands to imitate defining characteristics of each country's location in their series of advertisements, such as the fish and coral for the Bahamas. By breaking out of functional fixedness, the campaign's marketing technique took hands to a whole new level to endorse the desirable benefits of their product.
As a college sophomore, I personally do not have a need to make an international call, nor do I travel outside the United States. I have no need for global benefits. However, even for me, the advertisement still works. I do not use AT&T as my cellular company, but my initial reaction when I saw it was, "This is so creative!" I wanted to immediately show it to my friend across the room.
