crossed out Cingular logoIt’s finally happened.

I wrote back in May about the path the “new” AT&T was taking to rebrand itself away from the Cingular name. They’d already gone from “Cingular is now the new AT&T — your world, delivered” to “Cingular’s name is now AT&T.”

With their latest (decidedly stupid) campaign, they’ve switched the tagline to simply “the new AT&T works in more places” — no more mention of Cingular (although the mobile page on their site still tells us that “Cingular is now the new AT&T”).

And it seems this (stupid) campaign is to be fairly short-lived. AT&T has already announced that Wes Anderson is going to be directing some new corporate spots with a new theme: Your Seamless World

AT&T Inc said on Tuesday it was launching a new corporate advertising campaign, with ads designed to convey a younger, edgier style associated with wireless.

The company’s “Your Seamless World” corporate ad campaign features situations that “speak to the on-the-go lifestyle of today’s consumers and businesses.”

The campaign includes six television spots overseen by Wes Anderson, director of films including “Rushmore” and “The Royal Tenenbaums.”

AT&T also said it will now use orange as its primary corporate color. Ads, company signage and its Web site are undergoing a “color makeover,” the company said.

“The new initiatives are designed to highlight how AT&T helps connect people to their worlds wherever they live and work,” AT&T Chief Executive Randall Stephenson said in a statement. “We want to ensure this message is reflected in our brand.”

AT&T logoSo we can expect an orange death star in the near future. Joy. Actually, I think we can hope for them to drop that awful Oasis song. Anderson’s known for his use of music, and he has better taste than that.

I suppose the next step is to drop the “new” from “the new AT&T,” but I have a feeling that they’re going to be reminding us that they’re new for quite some time, letting “new” get very old on us, because that’s the youthful and edgy way to do things.

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