You Will

From Wikipedia, the free encyclopedia
Jump to: navigation, search
For other uses, see You Will (disambiguation).

"You Will" was an AT&T marketing campaign from the early 1990s, directed by David Fincher.[1][2] Each ad presented a futuristic scenario, over which the voice of Tom Selleck narrated,[1] beginning with "Have you ever..." and ending with "You will. And the company that will bring it to you is AT&T". One sequence, featuring a mother communicating with her baby using a videophone, featured future star Jenna Elfman.[citation needed]


The proposed innovations included:[3]

  • Grocery checkout machines that would process an entire cart at a time without the groceries needing to be removed, presumably via RFID or something similar ("Have you ever checked out at the supermarket, a whole cart at a time?")
  • Telemedicine ("[Have you ever] put your heads together, when you're not together?")
  • A Software agent ("Have you ever had an assistant who lived in your computer?")
  • Videoconferencing ("Have you ever shown up for a meeting in your bare feet?")
  • A GPS navigation system with real-time traffic data ("Have you ever crossed the country without stopping to ask directions?")
  • Wifi/WAN, tablet computing and portable pen computing ("Have you ever sent a fax from the beach?")
  • Wristwatch cell phones ("[Have you ever] gotten a phone call, on your wrist?")
  • Some sort of personal information consolidation ("Have you ever renewed your drivers license at a cash machine?")
  • Real-time online collaboration, envisioned as two students teaching each other their native languages over videophone ("Have you ever studied with a classmate thousands of miles away?") and, in a separate ad, as a father reading a bed-time story to his child remotely, while they both view the same page of the story on their individual laptops.
  • Online libraries ("Have you ever borrowed a book, thousands of miles away?")
  • Electronic toll collection ("Have you ever paid a toll without slowing down?")
  • Video on demand ("Have you ever watched the movie you wanted to, when you wanted to?")
  • A combination of video conferencing, speech recognition, and translation software ("[Have you ever] conducted business in a language you don't understand?")
  • Home automation ("[Have you ever] kept an eye on your home when you're not at home?") which is accessed in the ad via a touchscreen smartphone.
  • Distance learning ("[Have you ever] learned special things, from far away places"?) as a student learns the history of jazz via video conference with his teacher.


  1. ^ a b Remember The AT&T Ads About the Future? You Will
  2. ^ David Fincher - Other works
  3. ^ Kicker Studio | AT&T’s “You Will” Ads, 15 Years Later

External links[edit]