Earlier this week BBDO New York released its latest work for AT&T, which one publication called its “largest b-to-b campaign in recent history.” The first big effort since BBDO veteran Fiona Carter became the client’s chief brand officer late last year re-positions the brand as more than just a huge telecom company.
The anthem spot “& Everywhere” focuses on the company’s ability to help other businesses be a bit more flexible.
The following spot “Penelope” gets much more specific about the ways AT&T can help a hospital deal with the effects of a potentially devastating storm.
Finally, “Millions” addresses the company’s efforts to provide cybersecurity services to businesses of various sizes.
The campaign debuted on AT&T’s social channels and aired on TV during the Masters tournament yesterday.
It’s really most interesting in a strategic way for AT&T, which is looking to get consumers to realize that it offers a wide array of products and services…much like another BBDO client, GE.