AT&T will debut its new network campaign tonight during the College Football Championship, 'Your Network,' and it’s designed to demonstrate how AT&T is the network best equipped to keep people close to all the things important to you.
AT&T is evolving into an integrated carrier. With the campaign, AT&T wants to convey all the things the company is doing to make people's lives better. The end of the ad features a fingerprint, a metaphor that will run through the campaign, reflecting the very unique element of the individual. A mobile lifestyle is at the center of what AT&T does – and that has now become personal.
The spot was directed by Frederick Planchon – the same director who worked on AT&T’s award-winning It Can Wait safety message 'Close to Home.'
There’s also accompanying print and digital work and a completely rebuilt network landing page. The TV and print were created by BBDO New York (newspaper versions are running in NY Times, Wall Street Journal and USA today). Digital creative was led by Organic.