AT&T: OK is not OK

Client: AT&T
Date: Jan 2019
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During the college football playoffs, AT&T launched a new network campaign – its first network campaign in years. Advertising highlights the fact that AT&T is now America’s Best Network according to GWS, America’s biggest and most comprehensive network test which ranks networks based on what consumers say is most important to them in a wireless network.

The premise of the advertising is that no one should ever have to settle for just an OK service. Just as consumers wouldn’t settle for “just OK” when you pick a school for your child or the condition of a parachute, you shouldn’t settle for just ok when it comes to choosing a wireless network.

The new AT&T network campaign goes on to demonstrate real-life situations where “just OK” is not good enough. It shows how settling for anything less than the best in critical moments can lead to some serious consequences.

The fully integrated campaign will run throughout January across all media, and was created by an Omnicom team including BBDO, Critical Mass, Hearts & Science and Organic. There is also a dedicated Hispanic campaign that was created by Dieste, further extending this message beyond a general market.

Credits

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

DIGITAL/SOCIAL

Credits

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

CREATIVE AGENCY: Critical Mass

CCO: Conor Brady

CREATIVE DIRECTOR: Christiaan Welzel & Andrew Lavery

GROUP STRATEGY DIRECTOR: Jared Folkmann

SENIOR COPYWRITER: Jeff Kubik

SENIOR DESIGNER: Steven Beyer

SENIOR DESIGNER: Jon Temple

DESIGNER: Dasha Pushkar

DESIGNER: Kyle Scott

DESIGNER: Taylor Lumley

DESIGNER Luis Pombo

DESIGNER: Dasha Pushkar

PRODUCER: Sarah Dinham

VICE PRESIDENT, CLIENT PARTNER: Olivia Widjaya

PRODUCTION COMPANY: Partizan

DIRECTOR: Peter Carstairs

MANAGING DIRECTOR / EXECUTIVE PRODUCER: Lisa Tauscher

EXECUTIVE PRODUCER/HEAD OF PRODUCTION: Molly Griffin

LINE PRODUCER: Suzie Greene-Tedesco

DIRECTOR OF PHOTOGRAPHY: Eric Schmidt

PRODUCTION DESIGNER: Stephen Sumney

CASTING DIRECTOR: Dan Cowan

CASTING COMPANY: Broad-Cast

CASTING DIRECTOR: Dan Cowan

EDITORIAL COMPANY: Whitehouse Post

EDITOR: Matthew Hilber

ASSISTANT EDITOR: Nelson Mustain

SENIOR PRODUCER: Annie Maldonado

EXECUTIVE PRODUCER: Joanna Manning

VISUAL EFFECTS COMPANY: Carbon VFX

EXECUTIVE PRODUCER: Matthew McManus

PRODUCER:

SET SUPERVISOR/LEAD FLAME: John Price

COLOR COMPANY: Carbon VFX

COLORIST: Aubrey Woodiwiss

EXECUTIVE PRODUCER: Matthew McManus

COLOR ASSISTANT: Brianna Brackett

MUSIC COMPANY: APM Music

SOUND DESIGN & MIX: Lime Studios

ENGINEER: Rohan Young

ASSISTANT MIXER: Ben Tomastik

EXECUTIVE PRODUCER: Susie Boyajan

PRODUCTION COMPANY: CRITICAL MASS WANDER

DIRECTOR: John Grammatico

VP EXECUTIVE PRODUCER: Alissa Hansen

PRODUCER: Evonna Sweis

DIRECTOR OF PHOTOGRAPHY: Tom Kucy

PRODUCTION MANAGER: Robyn Ho

POST PRODUCTION SUPERVISOR: Chantelle Kolesnik

Credits

CREATIVE AGENCY: Dieste

CHIEF CREATIVE OFFICER: Ciro Sarmiento

CREATIVE DIRECTOR: Benjamin Jara

SENIOR COPYWRITER: Carlos Ortega

SENIOR ART DIRECTOR: Sergio Rojas

EXECUTIVE PRODUCER: John Costello

ASSOCIATE EXECUTIVE PRODUCER: Jorge Urdiain

BUSINESS MANAGER: LaNae Taylor

MANAGING DIRECTOR: Lonnie Limon

GROUP ACCOUNT DIRECTOR: Beatrice Sagari Rossi

ACCOUNT DIRECTOR: Margarita Flores

ACCOUNT SUPERVISOR: Yamile Mahomed

SENIOR ACCOUNT EXECUTIVE: Anthony Perez

PLANNING DIRECTOR: Natalia Casas

PLANNING DIRECTOR: Christina Harris

ACCOUNT PLANNER: Gabi Reynolds

PRODUCTION COMPANY: Anonymous Content

DIRECTOR: Max Sherman

EXECUTIVE PRODUCER: Lori Stonebraker

LINE PRODUCER: Greg Jones

STAFF PRODUCTION SUPERVISOR: Greg Epstein

DIRECTOR OF PHOTOGRAPHY: Autumn Durald

PRODUCTION DESIGNER: Philip Messina

PRODUCTION MANAGER:

PRODUCTION COORDINATOR:

CASTING COMPANY LA / NY: RMB Casting / Beth Melsky

CASTING DIRECTOR - LA:

CASTING DIRECTOR - NY:

EDITORIAL COMPANY: Pixel Power

EDITOR: Pablo Piriz

EXECUTIVE PRODUCER: Pablo Piriz

PRODUCER:

GRAPHIC DESIGN COMPANY Brand New School

PRODUCER Jackson Rogers

COLOR COMPANY: MPC

SOUND DESIGN & MIX: Deaf Mule

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