AT&T is swapping cute kids for helpful nerds in its latest TV campaign, debuting Sunday night when seeds are decided for the March Madness NCAA college basketball tournament.
The new work marks the end of the carrier's popular, precocious-kid-starring "It's Not Complicated" series, which has been running since November 2012.
The new campaign will play on an old slogan, "Nothing But Network." Rather than focusing on claims about the breadth or strength of coverage, "Better Network" will highlight the nuts-and-bolts of the wireless infrastructure, said Chad Harris, executive director-marketing at AT&T Mobility.
"We're finding that consumers are curious to know why the network does or doesn't work," he said.
The campaign will get heavy rotation during the Final Four, set to take place in Dallas, AT&T's backyard. AT&T is toning down its war with T-Mobile with fresh print and digital ads introducing its "Building You a Better Network" campaign.
In the ads, two nerdy AT&T engineers, tweak the network cells inside an office and antenna inside a stadium, detailing the process endearingly to onlookers.