Are Your Neighbors Livin' Large With All-Fi From AT&T?
"Girl, I could use some of that big gig energy in my life."
Coveting thy neighbors' Wi-Fi. That's what suburban existence is all about these days.
Such scenarios inform AT&T's latest "GIGillionaires" commercials touting the carrier's Fiber With All-Fi offering.
In years past, swimming pools and home additions would set tongues wagging. Now, gossip rages when the folks across the street get better internet coverage with no slowdowns:
"While we're excited to continue the momentum and success with our latest iteration of the campaign, we're especially proud to introduce a new model for AT&T where our messaging spoke to a variety of audiences who benefit from quality internet differently," says Lianne Sinclair, the company's assistant vice president of advertising. "Multiple audiences, unique custom messaging resulted in greater relevancy and storytelling for our campaign. We expect to see some great traction and results from our new approach."
BBDO L.A., Dieste, Critical Mass and Hearts & Science developed the work. O Positive's Jess Coulter directed the English language ads, with Los Perez helming digital films and Superprime's Rodrigo Valdes lensing Spanish-language creative.
The humor's simple and broad but never stupid. There's nothing surreal or fall-down funny. That would be overselling.
Instead, the spots amusingly communicate the product proposition with a wink and a nod, playing on relatable tech tropes that pervade modern living.
It's top-funnel stuff that doesn't get bogged down in details. Your house ... better Wi-Fi. At this stage of the brand relationship, what more do you need to know?
"Creating a sequel was not a difficult task at all, it felt like a natural progression," BBDO ECD/EVP Rafael Gonzaga tells Muse. "'Live Like a GIGillionaire' is a concept rooted in the universal truth of shifting our values from possessions to possibilities. It highlights how something as seemingly simple as having access to amazing internet can transform your life."
Las year's flight proved popular, and "encouraged us to adopt a hyper-targeted approach this year," he says. "We've developed insight-driven executions tailored to AT&T Fiber's five key audiences: sports fans, families, movers, gamers, renters and Hispanics. Early results are promising, with the TV spot aimed at gamers (featuring "Gamer Chairs") surpassing category norms" by more than 15 percent in the past week.