Watch AT&T’s Masters ads starring Ben Stiller, Jordan Spieth and Rose Zhang

Technology can help everyone—from the biggest golf stars to the most casual players and everyday people—free up their time and thrive in their day-to-day lives. That’s the theme of AT&T’s latest “Connecting Changes Everything” ads, which debut this week during the Masters Tournament. The campaign breaking on April 11 showcases AT&T’s existing tech advancements and introduces new ones with star-studded spots featuring golfers Rose Zhang and Jordan Spieth along with actor Ben Stiller. It comes from BBDO, AT&T’s agency of record. Check out the latest Ad Age events and award programs In the first spot, “The Juggling Rose,” Zhang playfully juggles a golf ball with her iron—while video calling her family, watching class lectures, watching funny videos and more—as a metaphor for how AT&T helps her juggle all the important things in her life. Inspired by Zhang, an AT&T-sponsored student-athlete, the brand aimed to show what it is like to balance a professional career with studies and a personal life—with the help of technology, of course, said Valerie Vargas, senior VP of advertising at AT&T. The resulting spot bears an uncanny resemblance to Tiger Woods’ famous “Hacky Sack” ad for Nike. “She’s a full-time student at Stanford studying communications, [trying to keep up with] her personal life and keeping connected with her friends and her family,” Vargas said of Zhang. “Ultimately, her connectivity also allows her to achieve greatness on the course. We really wanted to demonstrate all of these personal aspects of her life with a through line of golf as you see her juggling the golf ball.” Also read: Watch Nike’s most memorable Tiger Woods ads Ad Age A-List and Creativity Gala Buy your ticket to the in-person event Click here “Epic Bad Golf Day” introduces a satellite calling feature that is still in testing. In the ad, Stiller gets lost far away from the golf course and finds his way back with AT&T satellite calling and the help of Spieth. “In 2023, in partnership with AST SpaceMobile, AT&T actually made the first ever satellite to cell call,” Vargas said. “We wanted to demonstrate that in the future, you can have that safety and security in being able to make a call whenever and wherever you are.” Two additional spots depict technology’s impact on daily life. “Nostalgia” takes a more serious tone when pixelated, grainy VHS footage shows a boy getting ready for school with a Walkman, reminiscent of the ’80s. The VHS treatment suddenly clears to reflect the present day, showing how the boy lacks access to modern education and remains stuck in the ’80s without a laptop. “Creatively, the audience that is watching the Masters, many of them had their youth during the ’80s, so it appeals to them,” Vargas said. The ad reasserts AT&T’s commitment to bridge the digital divide and grant wider access to internet services and digital literacy resources. AT&T earlier this month announced that it would commit an additional $3 billion—totaling $5 billion since 2021. “Family Business” shows how a seemingly mob-like family runs what looks like a shady business using AT&T Wi-Fi. “We wanted to balance the storytelling during the Masters with a few golf-centric pieces and a few of that lifestyle storytelling,” Vargas said. The spots will run on broadcast during the Masters with “Connecting Changes Everything” extensions to come. Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

Watch AT&T’s Masters ads starring Ben Stiller, Jordan Spieth and Rose Zhang

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