AT&T Kicks Off Major Campaign Encompassing Smart Cars, Connected Homes

Telecom Seeks to Show That It's Everywhere You Are

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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

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Jan 11, 2016
BBDO New York
Chief Creative Officer Worldwide:
David Lubars
Chief Creative Officer New York:
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
Frederic Panchon
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:
Audio House:
Sonic Union
Steve Rosen
Visual Effects:
The Mill
VFX Supervisor:
Gavin Wellsman
Senior Executive Producer, Head of Production:
Sean Costelloe
Senior Producer:
Bugs Russell
Finishing Producer:
Mike Pullan
Fergus McCall
Color Assist:
Nate Seymour
Color Producer:
Natalie Westerfield
Shoot Supervisor:
Gavin Wellsman
Shoot Supervisor:
Mark Youngren
Lead Flame:
Gavin Wellsman
Jimmy Bullard
Christoph Schroer
Chris Sonia
Theo Maniatis
Brandon Danowski
Kieren Hanrahan
Andres Egugiren
Yong Chan Kim
Corey Langelotti
Taner Besen
Testsuro Mise
Damien Bastelica
Editing Company:
Work Editorial
Neil Smith
Executive Producer:
Erica Thompson
Motion Graphics:

See more credits

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