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In the early 1980's Southwestern Bell ran a series of T.V. spots with the tagline, "Reach Out and Touch Someone" - but the tagline became memorable following the broadcast 1983 spot directed by Stephen Spielberg and written by Bret Stout, leveraging the popularity of hit 1983 movie E.T., "E.T. phones home on weekends and saves 30%", and ending with E.T.'s hand reaching out and his finger lighting up, "Reach Out and Touch Someone".

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