Many people gripe that in this day and age technology is advancing too rapidly. iPhone generation after iPhone generation chug out of the assembly line, remorselessly pushing civilization forward. Computers accelerate towards even more complexity. With apps, online connections, and GPS, it is evident that phones have joined into the interconnected Web world.
This rather creative commercial was no exception to this trend, but it does have a novel approach. Hansel and Gretel are characters in an old fairy tale, yet here they are merrily trundling through a bustling city. The conflict emerges when the crumbs Hansel and Gretel have been dropping mysteriously vanish, but Gretel, unfazed, whips out her brand new AT&T phone with a GPS connection (apparently Gretel has learned from experience) and the duo skips happily off into the distance.
AT&T is savvily attacking the mother's protective instinct here, as well as displaying how nifty their phones are. Many moms dread the thought of having their child lost in a vast city. While Hansel and Gretel are merely characters from a fable, their button-cute faces can easily be transmitted onto any child, and it would be no stretch of the mother's imagination to envision her own progeny in a similarly sticky situation. This callous marketing tactic has been used in one form or another for fifty years, and the idea has not changed. Only the technology has.
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