The magic results from a formula of a simple concept, a flexible
client and a stellar lineup of creative talent on both sides of the
camera -- not to mention that special sauce known as a first
grader's imagination. The spots were created by BBDO, Atlanta, and
directed by Caviar's Jorma Taccone, best known as one-third of The
Lonely Island comedy trio.
Since the campaign's launch, BBDO has produced multiple rounds
of spots, including a basketball-themed series [see below] running
during this week's NCAA Tournament.
David Christopher, chief marketing officer at AT&T Mobility,
noted the campaign has consistently ranked in the top three
most-talked about spots, according to BlueFin Labs data. He said
the brand was looking to promote its network's various benefits
over competitors -- but as simply as possible. "We did not want to
create clutter with too many messages," he said.
Which is where the little ones come in. The kids' imaginations
turn boring brand attributes like multitasking or download speeds
into loads of fun -- especially when bounced off the ripostes of
moderator Beck Bennett, who's also part of comedy group Good