We’ve started at the beginning, gone half way to the (Present) end, then all the way there, then on into the Future. Let’s back up and go half way to half way.
1993 was a banner year for distributing the Future. Literally. We love to complain about advertising, but every so often an ad campaign really hits the mark. In 1984 it was, well, Apple’s 1984 ad (more on that in due time). In 1993, it was AT&T’s “You Will” series.
The “You Will” ads were sometimes slightly off the mark, but amazingly accurate. Our personal favorite, which became the subject of our first distributing-the-Future party (stay tuned), enticed viewers with “Have you ever… sent someone a fax from the beach? You Will.”
Here’s a more complete list of the Future AT&T helped us envision, along with links to some of the touchstones that Future became:
- Borrowed a book from thousands of miles away?
- Crossed the country without stopping for directions?
- Sent someone a fax from the beach?
- Paid a toll without slowing down?
- Bought concert tickets from a cash machine?
- Tucked your baby in from a phone booth?
- Opened doors with the sound of your voice?
- Carried your medical history in your wallet?
- Attended a meeting in your bare feet?
- Watched the movie you wanted to the minute you wanted to?
- Learned special things from far away places?
- Renewed your driver’s license at a cash machine?
- Fixed your car with a television?
- Had an assistant who lived in your computer?
- Checked out of supermarket a whole cart at a time?
- Put your heads together when you’re not together?
- Gotten a phone call on your wrist?
- Had a classmate who’s thousands of miles away?
- Conducted business in a language you don’t understand?
- Kept an eye on your home when you’re not at home?