Comic Craig Robinson helps AT&T persuade small enterprise house owners to contemplate its web providers.
The corporate is rolling out new advertisements for its “Wake Up with CrAIg” marketing campaign right now, bringing again former solid members of The Workplace to help Robinson as he embarks on his fictional small business trip.
Within the marketing campaign, created by West BBDO, Robinson makes an attempt to commercialize his nice thought: an AI alarm clock powered by AT&T Enterprise’ web.
AT&T Enterprise started teasing the marketing campaign over the summer season, with a leaked video exhibiting Robinson saying that he’s quitting comedy, earlier than he confirmed the information on Instagram. Billboards started showing in Los Angeles studying, “Craig Robinson Is Quitting Comedy.”
This caught the eye of the media—and Robinson’s father.
“Craig mentioned his father known as him and mentioned, ‘What’s going on?’” mentioned Valerie Vargas, AT&T’s senior vice chairman of content material creation and promoting.
“Wake Up With CrAIg” is a sequel to the corporate’s 2024 “Sleep with Rain” marketing campaign that includes The Workplace actor Rainn Wilson as he constructed a small enterprise round a speaking pillow.
Talking to small enterprise house owners
It’s all a part of AT&T’s plan to increase its footprint past Fortune 1000 firms.
Vargas mentioned small enterprise house owners must put on a number of hats, so the corporate needs to convey the way it may also help them succeed with its safety, reliability, and experience.
The brand new advertisements deal with the safety pillar, timed to Cybersecurity Consciousness Month in October.
In a single spot, unhealthy folks tried to hack Robinson’s AI alarm clock however are thwarted by AT&T’s Dynamic Protection product. The opposite reveals the “world’s most protected enterprise,” which is actually a constructing protected by armored partitions however no door.
“To ensure that promoting to interrupt by means of to the viewers you’re attempting to achieve, the work must be ownable, recent, and of tradition,” Vargas mentioned. “Once you do this, you’re not a disruption of promoting. You might be welcomed leisure.”
“Sleep with Rain” was profitable in driving consciousness and consideration, that are AT&T Enterprise’s two high-priority metrics.
One in all its classes from that effort was that the model, merchandise, and providers needed to be core to the story.
“Craig is introducing an AI alarm clock to get up small enterprise house owners, which inherently wants AT&T’s quick and safe web to ship that product,” Vargas added.
The advertisements additionally embody actors Creed Bratton, Angela Kinsey, Ellie Kemper, and Oscar Nuñez.
“One of many issues that impressed and delighted us was the quantity of individuals and tools it takes to make a industrial of this caliber. It positively reveals within the remaining product,” Nuñez informed ADWEEK in a press release.
The marketing campaign will roll out throughout linear TV, superior TV, digital, and social platforms.
