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The Drum Digital Transformation Festival launch

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Gordon Young
Editor-in-chief at The Drum

Ads We Like: LeBron James and other famous mouths promote AT&T TV's voice activation tech

AT&T has enlisted a batch of celebrities, including new brand ambassador LeBron James, to promote its new voice command technology on AT&T TV by featuring just their mouths and voices.

On the heels of the launch of AT&T TV, the comms company has launched a campaign to promote the ease of its voice command technology showing ‘Famous Mouths.’ The most prominent of the mouths is LeBron James, who has signed a multi-year marketing and brand collaboration with AT&T.

As part of the partnership, James will promote new AT&T products and services, including a new advertising campaign for AT&T TV which has launched nationwide. In a series of spots, James is seen from the nose to his finely trimmed beard, asking his remote to “play basketball” and other commands, like “play Tom & Jerry”.

A fun version has a group of top celebrities – people, puppets and animations – also giving their chin wags to the campaign. We see Evan Rachel Wood start off in her Westworld garb, saying “show me reality” before handing it over to the likes of RuPaul, Elijah Wood (in Lord of the Rings attire), Missy Elliott, LeBron James, Rick Sanchez (Rick & Morty), Tracy Morgan and Cookie Monster.

The long-term strategic partnership with James launches with a philanthropic commitment to Lebron’s I Promise Community, rooted in the mutual mission to use technology, entertainment and innovation towards social advancement.

As part of the multi-year, multi-faceted collaboration, AT&T states it is committed to developing a learning institute at the LeBron James Family Foundation’s I Promise Village by Graduate Hotels, which serves as transitional housing for the I Promise School’s students and families in immediate need of safe and stable housing.

“To have one of the biggest communications companies in the world believe in my kids and the work we’re doing to uplift families is incredible,” said James in a release. “I’m excited about this partnership and the opportunities we’ll have to continue bringing people together across so many different platforms.”

James’ production company, SpringHill Entertainment, has worked with AT&T’s WarnerMedia in film and television, including developing the upcoming Warner Bros. Space Jam film and the programs The Shop and Student Athlete on HBO.

“Through our extensive work with the NBA, WNBA and the WarnerMedia family of brands, we’ve grown to know LeBron as so much more than the star basketball player,” said Fiona Carter, chief brand officer, AT&T Communications. “His commitment to his foundation, empowering others, and storytelling combined with AT&T’s mission to inspire human progress through the power of communication and entertainment will create endless creative opportunities.”

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