AT&T tees up Nick Jonas and pro golfer Jordan Spieth for 2022 Masters Tournament
This comedic ‘Push what’s possible’ ad promotes the fact that AT&T helps block spam callers while poking fun at pop star Nick Jonas’s poor play on the greens.
Hate caller spam and sucking at golf? So does Nick Jonas. AT&T has teamed the popular Jonas brother with professional golfer Jordan Spieth to promote its network benefits during the 2022 Masters Tournament, which tees off tomorrow in Augusta, Georgia.
The new spot is an extension of the ‘Push what’s possible’ ad campaign from AT&T, launched specifically for the Masters Tournament, which also features pro golfer Maria Fassi, retired golfers Nancy Lopez and Ben Crenshaw, and a host of other ‘celebrity golf-enthusiasts,’ including Charles Barkley, Eva Longoria, Colin Jost and Ralph Macchio.
The ad opens with Jonas and Spieth enjoying some lunch and coffee after completing a round of golf. Jonas is speaking defensively about his terrible, and terrifying, performance on the links: “Well, I have never lost that many balls before ... and I don’t normally drive the golf cart into the water in a fit of rage because I bogeyed ... it was a low point for me.”
Spieth, after pointing out that spam calls blowing up Jonas’s phone may have contributed to his rattled composure on the course, recommends AT&T, which has “built-in protection to block those calls.”
As Jonas reaches for the check, a narrator chimes in: “AT&T helps push what’s possible, like making Nick Jonas better at golf.”
“The ‘Push what’s possible’ campaign, similar to our work around March Madness, was purpose-built for the environment and audience,” says Valerie Vargas, senior vice-president of advertising and retail marketing at AT&T. “We used audience data to better understand why ambitious, optimistic viewers love the Masters: it’s a place where the boundaries of performance are pushed, and seemingly impossible achievements become possible. And we happen to have the very products that can aid in connecting people to their possibility ... While staying true to AT&T products and technology like 5G, fiber, Active Armor and our new Connected Learning Centers, we then gave this unique ambiance an entertaining twist, crafting an idea perfect for the moment.”
The new ad is being rolled out today, in lockstep with the Par 3 Contest, an annual tradition at the beginning of the Masters Tournament in which “wives and girlfriends, children and grandchildren, nieces and nephews-all happily serve as caddies,” according to the Masters Tournament’s website.
There are only three advertisers during this year’s Masters Tournament: AT&T, Mercedes Benz and IBM.