BBDO’s “It’s Not Complicated”series for AT&T has been one of the most recognizable campaigns on television for a while now, offering up different variations on the “kids saying cute, funny things in a classroom discussion” theme with straight man Beck Bennett. Indeed, the campaign has been so ubiquitous and well-received that it basically landed him a spot on SNL.
The agency’s latest, Thanksgiving-themed “Pet Turkey,” while enjoyable, is not the greatest effort in the series. If you’re a fan of the approach, you’ll probably enjoy this new one; if you’re getting tired of this direction, chances are it won’t do anything to dissuade you.
“Pet Turkey” sees Bennett asking the group of kids, “What’s better on Thanksgiving?” When one boy suggests, “a pet turkey,” Bennett offers his rational take on that answer. Again, nothing new here, just more of the same approach from BBDO. Since this brand of cute funny has worked so well for them in the past, it’s understandable that they don’t see the need to change things up. But something about “Pet Turkey” makes it feel like BBDO is treading water, like the approach is finally losing steam and they need to inject “It’s Not Complicated” with some fresh ideas if they want to prolong its shelf life. Although with Bennett’s star on the rise, the campaign’s days may already be numbered.
“Pet Turkey” will debut this Sunday, November 24th and will run throughout the Thanksgiving holiday season. Credits after the jump.
Agency: BBDO Atlanta & BBDO New York
Title: “Pet Turkey”
CCO, BBDO North America: David Lubars
CCO, BBDO New York: Greg Hahn
Executive Creative Director: Stephen McMennamy
Executive Creative Director: Alex Russell
ACD/Art Director: Mike Hanley
ACD/Art Director: Jesse Snyder
ACD/Copywriter: Mark Billows
Executive Producer: Julie Collins
Executive Producer: Diane McCann
Production Company: Caviar
Director: Jorma Taccone
Director of Photography: Damian Acevedo
Executive Producer: Michael Sagol
Line Producer: Dave Bernstein
Editing Company: Lost Planet
Editor: Kimmy Dube
Executive Producer: Krystn Wagenberg
Producer: Lauren Addison
Visual Effects: Spontaneous NY
Producer: Bryce Edwards