AT&T Shows What’s Wrong With Settling for Just an ‘OK’ Network

New campaign voiced by Lena Waithe

'Just OK Is Not OK' will run throughout January.

Oftentimes just OK is just not an option.

AT&T’s “Just OK Is Not OK” campaign, which is centered around a series of humorous broadcast ads voiced by Lena Waithe, demonstrates the importance of not settling for just OK.

In “Tattoo,” for example, an artist tells a man getting his first tattoo that he’s “one of the tattoo artists in the city” and that the result is going to look “OK.”

The stakes are even higher when a patient learns some disconcerting information about his surgeon.

Other spots in the campaign include a restaurant offering “OK” sushi, a less-than-stellar babysitter and mechanics with a troubling saying about brakes.

A series of online and social ads extends the approach to boxing, cooking and getaway drivers.

The integrated campaign created by an Omnicom team that includes BBDO, Critical Mass, Hearts & Science and Organic made its broadcast debut during the College Football Playoff and will run throughout January. Multicultural agency Dieste also created a dedicated Hispanic campaign.

“Just OK Is Not OK” follows AT&T’s cinematic, genre-blending “More for Your Thing” ads last summer and fall.

While the campaign arguably confuses OK with flat-out bad, it provides an adaptable premise to build on in the future while communicating AT&T’s selling point and implicitly relegating competitors to dubious OK status. It could potentially prove to be a long-running, entertaining premise that helps differentiate the brand as the 5G network wars heat up.


Advertiser: AT&T
Marc Burns: VP, Advertising & Social Media
Dave Brown: Director Of Advertising
Mariel Llenza: Director Of Advertising
Connie Mertens: Director, Digital
Suzanne Ciamillo: Associate Director, Digital
Sujei Sierra: Lead Manager, Hispanic
Stephanie Mejia: Senior Manager, Hispanic
Chris Lambert: Lead Advertising Manager
Taylor Laughlin: Sr. Advertising Manager

Creative Agency: BBDO
Chief Creative Officer BBDO Worldwide: David Lubars
Chief Creative Officer BBDO New York: Greg Hahn
Group Executive Creative Director: Matt MacDonald
Executive Creative Director: David Povill
Executive Creative Director: David Cuccinello
Associate Creative Director: Ben Salas
Senior Copywriter: Steven Nass
Director Of Integrated Production: David Rolfe
Group Executive Producer: Julie Collins
Executive Producer: Angela Narloch
Junior Producer: Briana Hemphill
Business Manager: Meg Foley
EVP, Managing Director: Doug Walker
EVP, Managing Director: Rachel Nairn
SVP, Senior Director: David McKenzie
Account Director: Patrick Jones
Account Executive: Leah Pozin
VP, Director Of Project Management: Colin Vidika
Head Of Integrated Planning, EVP: Angela Jones
Head Of Brand Planning, EVP: Tim Millar
Senior Brand Strategist: Alex Morrison

Media Agency: Hearts & Science
President, Hearts Bbdo Team, AT&T: Ralph Pardo
Hearts & Science, Executive Bus. Director: Tavo Castro
Hearts & Science, Senior Director: Alina Kulesza
Hearts & Science, Media Director: Chantal Villain
Hearts & Science, Media Director: Natalie Polanger

Production Company: Moxie Pictures
Director: Martin Granger
Executive Producer: Karol Zeno
Line Producer: Heidi Soltesz
Staff Production Supervisor: Jodi Fisher
Director Of Photography: Barry Peterson
Production Designer: Ken Averill
Production Manager: Jane Van Dyke
Production Coordinator: Dan Woodstra

Casting Company: Grande/Morris & Ross Lacy Casting
Casting Director – LA: Ross Lacy
Casting Director – NY: David Morris

Editorial Company: Cabin Edit
Editor: Chan Hatcher
Editor: Randy Baublis
Executive Producer: Carr Schilling
Producer: Liz Lydecker

Visual Effects Company: The Mill
Executive Producer: Anastasia Von Rahl
VFX Producer: Andrew Gilson

Graphic Design Company Brand New School
Producer Jackson Rogers

Graphic Design Company LVLY
Producer Bryce Edwards

Color Company: CO3
Colorist: Siggy Ferstl

Music Company: Beacon Street Studios
Executive Producer/creative Director: Leslie DiLullo
Producer: Andrew Feltenstein

Sound Design & Mix: Lime Studios
Engineer: Mark Meyuhas
Producer: Susie Boyajan


Creative Agency: Organic
Chief Creative Officer: Chris Kelly
Executive Creative Director: Frank Dattalo
Creative Director: Dimitri Kalagas
Associate Creative Director: Kendra Jones
Associate Creative Director: Rance Randle
Senior Copywriter: Will Danilow
Bbdo Group Executive Producer: Kristin Tomborello
Bbdo Producer: Laura Cray
Group Account Director: Heather Livengood
Account Supervisor: Brittany Luhrsen
Account Executive: Janelle Bongiovanni
Senior Project Manager: Nicole Vallecillo

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