AT&T is encouraging its users to put down their devices and be present with family in friends this holiday season in a new ad spot.
In an advertisement that will run today and tomorrow only, AT&T highlights all the ways smartphones can distract from quality time during the holiday season and asks its customers to “give the present of being present” this year.
An AT&T spokesman said AT&T Mobility will pull retail spots from its TV and social channels today and tomorrow to make sure the message is shared as widely as possible.
The one minute ad shows a teenage girl choosing her phone over her family in several instances, responding to texts, taking photos and otherwise being disengaged in interactive moments. At the end of the spot, the girl wraps her device and gifts it to her father to show she will pay attention when it matters most.
Though it may seem unusual for the wireless carrier to ask its subscribers not to use their devices, this isn’t the first time AT&T has asked customers to put the phone down.
In 2010, AT&T rolled out its “It Can Wait” campaign to fight distracted driving. The campaign, which was recently expanded into Mexico, encourages smartphone users to put their device down while on the road.