The Masters golf tournament has historically been the big event where AT&T unveils its latest advertising creative, and this year is no exception for the telecom.
AT&T is debuting new work in support of its business enterprise platform, employee activism, distracted driving and gender equality campaigns. The advertising is designed to celebrate the company’s values, people and technology vision.
AT&T Business is using the Masters as a platform to launch a campaign targeting mid-sized business. Directed by Academy Award-winner, Michel Gondry, the spots use roving blue portals as a visual metaphor for ‘Edge-to-Edge Intelligence,’ showing how the portals show up to give business decision makers and owners the power to see and react to every corner of their business.
‘AT&T Believes’ is a nationwide effort to support the ideas of employees to help with creating positive change where they work and live. The first program launched in Chicago last fall with the goal of economic change in Chicago’s most distressed neighborhoods. Starring real AT&T employees, ‘Roll Up Your Sleeves’ shows how the new campaign transforms the passion of its employees into actionable programs that help ignite and revitalize the communities where they live and work.
For the past decade, AT&T has promoted distracted driving awareness initiatives. As a new 5G world is launching, AT&T is addressing the evolution of technology in its latest installment of the ‘It Can Wait’ campaign, now in its 10th year.
Directed by Academy Award-winner Kathryn Bigelow, the futuristic spot tells the story of a family out for a Sunday drive. The father is seemingly texting while driving until his family tells him to put the phone down. It’s then that we see that the car is self-driving and the family is able to watch a movie together while on the road. The ad is designed to help people imagine how 5G technology might transform driving altogether while taking distracted driving off the table.
‘When They Tell My Story’ is focused on gender equality from a golfing perspective. During the Masters, the company will showcase its commitment to gender equality with a 30-second spot that chronicles the emotional connection of young girls growing into the game of golf and being empowered by the confidence the game gives them.
BBDO worked in partnership with a team of Omnicom agencies, including Hearts & Science, Critical Mass, Tribal and UNLTD, while work for ‘When They Tell My Story’ was done by an in-house team from AT&T and Turner.
See all the spots by clicking on the Creative Works box below.