Cliff Robertson’s Aide Begs to Differ

A friend has just given me a copy of an article that appeared in the Business section of The Times--”AT&T; Appears Eager to Call Up a New Image” (April 19)--that carried the subheading, “New ad campaign will seek to reach the MTV generation, with Cliff Robertson nowhere to be seen.”

As Mr. Robertson’s personal assistant here in California for the past 35 years, I found it shocking and unprofessional that such an article could be written without all the facts being known.

There are, I believe, many reasons why AT&T; chose Mr. Robertson to be their spokesperson. One factor, I am sure, was the scandal which became known as “Hollywoodgate.” It was Mr. Robertson who confronted corruption in Hollywood at its highest level and exposed the felonious activities of one David Begelman, who was indeed indicted and convicted. But in the process, Mr. Robertson not only endured many threats in the industry but suffered 3 1/2 years on a blacklist.

Obviously AT&T;, at the time of divestiture, needed a high-profile person who was credible and of high integrity. They no doubt took into account that the late President John F. Kennedy personally chose Mr. Robertson to portray him in the 1963 film “PT 109.”

Mr. Robertson has received an Academy Award as best actor and an Emmy as best actor, and throughout his career has enjoyed an image of unimpeachable integrity.

For some months before Mr. Robertson was asked to be its spokesman, AT&T; conducted extensive tests in all 50 states of six high-profile people (not all actors). As a result of that test, AT&T; came to Mr. Robertson and asked him to be its spokesman. At the time, he said he was honored, but was not prepared to say anything that was not 100% true. He felt that too much advertising was ambiguous, to say the least. They indicated to him that they would “have it no other way.” That agreement resulted in a synergy of success unique in television advertising.

If, indeed, Mr. Robertson were to come to a point in the future where he would no longer represent AT&T;, this article would certainly be of no help for future employment. At this juncture, that seems unlikely, inasmuch as none of the other gentlemen mentioned--Tom Selleck, Dick Cavett and Rodney Dangerfield--represent “MTV youth.” If they want MTV on camera, I’m sure they’d find someone in their 20s. (Staff writer) Bruce Horovitz might also note that most of the commercial voice-overs being done for the larger companies are being done by men and women in their 60s. For example, Lauren Bacall, Jack Lemmon, Gene Hackman, Donald Sutherland, etc., etc. Anyone who has heard Mr. Robertson’s voice will attest to the fact that it is hardly creaking with old age.

It might be of added interest to know that recently at the annual AT&T; shareholders’ meeting in Boston, there was considerable enthusiastic support shown for Mr. Robertson. Indeed, Robert E. Allen, AT&T;’s CEO, invited Mr. Robertson to share the stage with him, which led to heavy and hearty applause by those present.

EVELYN CHRISTEL

Van Nuys