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Never Settle for 'Just Ok' with AT&T's New Network Campaign

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BBDO, Critical Mass, Hearts & Science, Organic and Dieste partner up to prove 'just ok' is not good enough

Never Settle for 'Just Ok' with AT&T's New Network Campaign

Over the holidays during the college football playoffs, AT&T launched a new network campaign – its first network campaign in years. The advertising highlights the fact that AT&T is now America’s Best Network according to GWS, America’s biggest and most comprehensive network test which ranks networks based on what consumers say is most important to them in a wireless network. 

The premise of the advertising is that no one should ever have to settle for just an OK service. Just as consumers wouldn’t settle for 'just ok' when you pick a school for your child or the condition of a parachute, you shouldn’t settle for just ok when it comes to choosing a wireless network.

The integrated campaign will run throughout January across all media, and was created by an Omnicom team including BBDO, Critical Mass, Hearts & Science and Organic. There is also a dedicated Hispanic campaign that was created by Dieste, further extending this message beyond a general market.

The new AT&T network campaign goes on to demonstrate real-life situations where 'just ok' is not good enough. It shows how settling for anything less than the best in critical moments can lead to some serious consequences. 

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Advertiser: AT&T

Production Company

Director: Martin Granger, Peter Carstairs, Max Sherman and John Grammatico

Production Company: Moxie Pictures, Partizan, Anonymous Content

Creative Agency

Creative Agency: BBDO, Critical Mass, Hearts & Science, Organic and Dieste

Genres: Comedy, People, Dialogue

Categories: Smart watch, Consumer Electronics

BBDO North America, Thu, 03 Jan 2019 09:39:46 GMT