AT&T Kicks Off Major Campaign Encompassing Smart Cars, Connected Homes
Telecom Seeks to Show That It's Everywhere You Are
Editor's Pick
Last week at the consumer electronics show, AT&T announced a host of new products and services including a Siri-like assistant, a partnership with Ford and an ambitious smart-cities initiative.
Now AT&T is kicking off its 2016 marketing calendar with one of its biggest efforts for the year: a campaign that builds on those announcements to show how the telecom is personalizing its offerings, making people's lives easier and becoming more than a phone service.
"AT&T is dramatically turning itself into an integrated carrier," said AT&T Mobility Chief Marketing Officer David Christopher. "This campaign is emblematic of the transition AT&T is making and we wanted to talk about all the things we're doing to make people's lives better."
The campaign, themed "Your network," was created by Omnicom's BBDO, AT&T's agency of record. It includes a 60-second spot that will air during the College Football Championship on Monday night, with other marketing to follow in all other media.
The commercial begins with a likeness of Alexander Graham Bell and Charles Watson, both known for the invention of the telephone, and an early attempt to talk with the device. What began with a single connection, the voiceover says, has evolved to include mobile, business solutions, connected cars, connected homes and entertainment.
"In researching this campaign and talking to consumers, the one thing that we saw is that the mobile lifestyle permeated everything we do, and it has become so personal," Mr. Christopher said.
The end of the ad features a fingerprint, a metaphor that will run through the campaign, Mr. Christopher said, "reflecting the very unique element of the individual."
Read the full story on the AT&T campaign on Adage.com.
Credits
- Date
- Jan 11, 2016
- Brand:
- AT&T
- Client:
- AT&T
- Agency:
- BBDO-New York
- Worldwide Chief Creative Officer:
- David Lubars
- Chief Creative Officer:
- Greg Hahn
- Executive Creative Director:
- Matt MacDonald
- Group Creative Director:
- Rob Munk
- Group Creative Director:
- Mark Voehringer
- Associate Creative Director:
- Allison Baker
- Senior Copywriter:
- Farley Katz
- Junior Art Director:
- Kristin Clark
- Junior Copywriter:
- Matt Low
- Head of Integrated Production:
- Dave Rolfe
- Group Executive Producer:
- Julie Collins
- Executive Producer:
- Dan Blaney
- Music Producer:
- Melissa Chester
- Managing Director:
- Doug Walker
- Group Account Director:
- Lesley Brown
- Account Director:
- Khari Mpagazehe
- Account Supervisor:
- Andrew Woodruff
- Account Executive:
- Jenn Wang
- Assistant Account Executive:
- Courtney Emery
- Production Company:
- Anonymous Content
- Director:
- Frederic Panchon
- Director, Photography:
- Chris Blauvelt
- Executive Producer:
- Eric Stern
- Line Producer:
- Bridgitte Pugh
- Production Designer:
- Richard Bridgland
- 1st Assistant Director:
- Todd Thompson
- Wardrobe Stylist:
- April Napier
- Sound Designer:
- Brian Emrich
- Soundtrack Composer:
- Alexandre Desplat
- Track Title:
- Circles
- Audio House:
- Sonic Union
- Mixer:
- Steve Rosen
- Visual Effects:
- The Mill
- Visual Effects Supervisor:
- Gavin Wellsman
- Senior Executive Producer, Head of Production:
- Sean Costelloe
- Senior Producer:
- Bugs Russell
- Finishing Producer:
- Mike Pullan
- Color:
- Fergus McCall
- Color Assistant:
- Nate Seymour
- Color Producer:
- Natalie Westerfield
- Shoot Supervisor:
- Gavin Wellsman
- Shoot Supervisor:
- Mark Youngren
- Lead Flame Artist:
- Gavin Wellsman
- Flame Artist:
- Jimmy Bullard
- Flame Artist:
- Christoph Schroer
- Flame Artist:
- Chris Sonia
- Flame Artist:
- Theo Maniatis
- Flame Artist:
- Brandon Danowski
- Flame Artist:
- Kieren Hanrahan
- CG Producer:
- Andres Egugiren
- CG Producer:
- Yong Chan Kim
- CG Producer:
- Corey Langelotti
- CG Producer:
- Taner Besen
- Design:
- Testsuro Mise
- Design:
- Damien Bastelica
- Editing Company:
- Work Editorial
- Editor:
- Neil Smith
- Executive Producer:
- Erica Thompson
- Motion Graphics:
- Squad47
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