"You Will" was an AT&T marketing campaign that launched in 1993, consisting of commercials directed by David Fincher. Each ad presented a futuristic scenario beginning with "Have you ever…" and ending with "…you will. And the company that will bring it to you: AT&T." The ads were narrated by Tom Selleck. The creative team that created the ad campaign at N.W. Ayer & Partners were Copy Supervisor Gordon Hasse, Art Supervisor Nick Scordato and Producer Gaston Braun. One of the first web banner ads ever sold was part of an AT&T campaign that ran on HotWired starting October 27, 1994, asking "Have you ever clicked your mouse right HERE? You Will". In 2016, technology writer Timothy B. Lee commented that "overall, the ads were remarkably accurate in predicting the cutting-edge technologies of the coming decades. But the ads were mostly wrong about one thing: the company that brought these technologies to the world was not AT&T. At least not on its own. AT&T does provide some of the infrastructure on which the world's communications flow. But the gadgets and software that brought these futuristic capabilities to consumers were created by a new generation of Silicon Valley companies that mostly didn't exist when these ads were made." The ads won a few different awards at the time, notably the first annual David Ogilvy Award for the most effective campaign supported by research, the 1994 PCIA (Personal Communications Industry Award), and two ADDY Awards.

Innovations

The proposed innovations included: