AT&T, deciding that it is time to take the gloves off is going to splurge a whopping $200 million on promoting its VoIP and consumer local and long distance service, the company announced today. For example, one such billboard will appear in New York City’s Times Square this week during the AT&T Pebble Beach National Pro-Am golf tournament on California’s scenic Monterey Peninsula, a major PGA Tour event the company has sponsored for 19 years. “Today’s campaign is our boldest and most visible statement yet of the company’s transformation from a telephone company to the industry’s leading provider of communications services and networking solutions,” said Dorman. “The bottom line is, Ma Bell doesn’t live here anymore.” (Click here for various ad campaigns) This is more of a broadside against MCI and Sprint, than the traditional Baby Bells. I like it when Dorman flexes. Let the branding battles begin – it only means lower prices for consumers, and I got no problems with that.