AT&T Is Pulling Its Retail Ads This Holiday to Run This One Instead

A special message to families from BBDO

Headshot of Tim Nudd

AT&T finds itself in a bit of a bind at the holidays. Yes, it's a mobile-first company, but at this time of year, it can be irritating for families when kids spend all day on their phones.

To address this, the company is pulling all the retail ads for its mobile business off TV and social for Dec. 24 and 25 and airing the spot below exclusively. The spot was created by BBDO, directed by husband and wife duo Jonathan Dayton and Valerie Faris (Little Miss Sunshine) and has a nice message about what really matters at the holidays.

Yes, it's a bit reminiscent of Apple's famous "Misunderstood" spot from a couple of years ago—without quite as powerful a payoff. And of course, any messaging like this isn't purely altruistic. (It's an ad, after all.)

But it's a worthy message nonetheless (one that a few different marketers have been pushing this season), and it's nice to see AT&T supporting it. 

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@nudd Tim Nudd is a former creative editor of Adweek.