Whatever You’re Into, AT&T Has More of It, Says New Consumer Campaign

A 60-second anthem ad kicks things off


AT&T is launching a new campaign built around a 60-second anthem ad promising “More for Your Thing,” whether that’s binge-watching Game of Thrones or sports, gaming or enjoying VR experiences on the subway.

“Everyone has a thing. That binge-watch over the weekend thing, that back from the dead or robot cowboy thing,” begins the voiceover, over footage of  HBO’s Game of Thrones and Westworld. The spot goes on to highlight humorous and instructive YouTube videos, social media, gaming, online dating and VR, before concluding with the line, “More for your thing. Yeah, that’s our thing.”

The spot made its broadcast debut yesterday and will run during primetime programming and sporting events, including the Winter Olympics on NBC, as well as online. AT&T partnered with BBDO, Organic and Hearts and Sciences on the campaign. Further spots will highlight specific AT&T product offerings, including high-speed internet and unlimited plans.

“More for Your Thing” follows in the wake of BBDO’s “Terms and Conditions” campaign starring Mark Wahlberg for the brand last year and continues the previous effort’s focus on the accessibility and breadth of AT&T’s offerings.

Agency: BBDO, Hearts & Science, Organic
Client: AT&T
Title: “More For Your Thing”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director, BBDO: Matt MacDonald
Executive Creative Director, Organic: Frank Dattalo
Senior Creative Director, BBDO: David Povill
Senior Creative Director, BBDO: David Cuccinello
Senior Art Director, BBDO: Jono Moore
Senior Copywriter, BBDO: Elaine Kelch
Junior Copywriter, Organic: Dani Silveri
Group Executive Producer, BBDO: Julie Collins
Executive Producer, BBDO: Angela Narloch
Producer, BBDO: Victoria Wills
Group Executive Producer, BBDO: Diane Hill
Chief Strategy Officer BBDO: Crystal Rix
Head of Integrated Planning, BBDO: Angela Jones
Head of Brand Strategy, BBDO: Colin Drummond
Integrated Strategy, BBDO: Kayla Green
Managing Director, BBDO: Doug Walker
Senior Director, BBDO: Stacia Parseghian
Senior Director, BBDO: David McKenzie
Account Director, BBDO: Andrea Bass
Assistant Account Executive, BBDO: Leah Pozin
Client Services, Organic: Jennifer Kohler
Account Director, Organic: Heather Livengood

Production Company: Primary Elements
Director: Stephan Malik
Executive Producer: Sue Crain
Line Producer: Leonard Walsh
Director of Photography: Ben Kitchens

Post/Graphics: Brand New School
Producer: Rebecca Park
Conform Artist: Justin Blaustein
Conform Artist: Cathy Shaw
Director: Robert Bisi, Ben Go
Executive Creative Director: Jonathan Notaro
Art Director: Scott Uyeshima
Managing Partner: Devin Brook
Head of Production: Amy Russo
Producer: Rebecca Park
Associate Producer: Jackson Rogers

Andy Bernet
Ben Kim
Jason Forrest Hogg
Joshua Lee
Kyra Odi
Laury Santoso
Peter Tarka
Jordan Lyle
Scott Uyeshima
Valentino Vilches
Yoon Lee

2D Animators/Compositors:
Calvin Pierto
Maithy Tran
Ramzi Hogan

3D Generalists:
Wu Hyun Lew
Min Kim
Andy Kim
Laury Santoso
Simon Chan
Sean Garfinkle

Music, Sound Design & Audio Finishing: Barking Owl
Producer: Ashley Benton
Composer: Morgan Johnson
Engineer: Patrick Navarre, Mike Franklin

Editorial: Rock Paper Scissors
Executive Producer: Rana Martin
Producer: Denice Hutton
Editor: Damion Clayton
Assistant Editor: Mike Spagnoli

Telecine: Company 3
Producer: Natasha Uppal
Telecine Artist: Dave Hussey

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.