New AT&T campaign pits Mila Kunis against Demi Moore to promote ‘hyper-gig’ speeds
AT&T new star-studded campaign promotes AT&T Fiber at a time when millions of people, still working remotely and in and out of quarantine, have come to demand increased internet speeds and capabilities.
The stars are out for AT&T. At a time when millions of people are spending ever-greater amounts of time online, AT&T is trotting out A-list celebrities — to promote the its new “multi-gig-capable technology.”
The new campaign includes a series of spots — each directed by Jess Coulter of O Positive Films — featuring Mila Kunis, Demi Moore, Sofia Vergara, and Barbara Corcoran. Each of the celebrities play themselves. Though the plotlines differ, the overarching theme of each of the three spots is roughly the same: the aforementioned celebrities find themselves in a situation where they expect to be showered in attention and praise, as they typically are, only to lose the spotlight to a “GIGillionare” — i.e., an AT&T Fiber customer.
Take the spot with Kunis and Moore as an example: the two are seated at separate tables at a high school reunion, awaiting to hear the winner for the “Most admired” award. Expecting to hear their name called by the emcee, both stand up and begin walking to the stage. The man at the microphone then calls out “it’s Anna Gomez!” eliciting cheers from the crowd and dumbfounded confusion from Kunis and Moore. “Our first GIGillionaire…With AT&T Fiber, Anna’s got the fastest internet with hyper-gig speeds,” the emcee says to the crowd. Kunis and Moore allude to the fact that they have “a lot in common.” Of course, that commonality is Ashton Kutcher. BBDO and Dieste collaborated on the effort.
The new ads arrive just days after AT&T launched another campaign, called “AT&T’s Life, GIG-ified,” which featured Zac Efron and Mindy Kaling (again, playing themselves) and also emphasized the network’s hyper-gig speeds.
“This campaign was inspired by our customers and born from the insight that secure, reliable, high-speed connectivity enriches lives,” says Kellyn Smith Kenny, Chief Marketing & Growth Office, AT&T. “Our hyper-gig fiber launch is all part of our mission to be the best connectivity provider in America, whether you’re at home, work, or on the move. We’re incredibly proud to have launched the fastest fiber internet in America, among major providers. For this campaign, we knew we needed something big and breakthrough that would give our smart, savvy customers the recognition they deserve – we call them GIGillionaires. GIGillionaires are able to live their best lives thanks to the confidence that comes from having hyper-gig speeds, and simple, no-nonsense billing.”
The network announced earlier this week that its “symmetrical 2-gig and 5-gig speed tiers” are now available to nearly 5.2 million customer locations in parts of more than 70 metro areas, such as L.A., Atlanta and Dallas. AT&T will continue bringing multi-gig-capable technology across our current fiber footprint throughout 2022 and as part of our future expansion efforts to cover 30 million customer locations by year-end 2025.”
The COVID-19 pandemic has forced millions of Americans to begin working from home over the past couple of years (a recent Gallup poll suggests that close to half of all full-time employees in the United States were working remotely in late 2021). The nationwide trend towards remote work, furthermore, is only expected to continue.