Copywriter Behind AT&T’s ‘It’s Not Complicated’ Campaign Heads to W+K NY (Updated)

By Kiran Aditham 

We’ve received confirmation that Carl Jannerfeldt, who has spent nearly the last three years at BBDO serving as a digital creative/copywriter on, perhaps most notably, AT&T’s now-ubiquitous “It’s Not Complicated” campaign, has joined Wieden+Kennedy New York as a senior creative. Sources familiar with the matter add that Stockholm native Jannerfeldt officially assumed his post yesterday and will work across a variety of accounts at the agency, which counts clients including ESPN, Heineken, Delta and Jordan Brand.

Jannerfeldt’s most recent AT&T work, run out of both BBDO New York and Atlanta, featured some NBA legends, though the videos appear to have now been taken private. Ah well, we always our charming efforts featuring the roundtable moderator and the kids, which the new W+K staffer was involved with (one example below).


During his career, Jannerfeldt has also worked as a copywriter for a couple of years the now-defunct, Stockholm-based Farfar.

Update: Got some clarification from the man himself. Jannerfeldt tells us that he was mainly involved in the AT&T “Brackets by Six-Year-Olds” digital campaign that launched during March Madness, the concept of which inspired the spots above, hence why his name was included in the credits. Thanks for the clarification, sir.