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Creative

AT&T Commits to Helping Customers Stay Connected in New Campaign

BBDO North America, Mon, May 11, 2020

AT&T launches a new campaign with BBDO LA remaining empathetic to the current reality

AT&T Commits to Helping Customers Stay Connected in New Campaign

Now more than ever, AT&T is committed to helping customers stay connected. While most advertising has shifted over the last few weeks to focus on the pandemic and social distancing, today AT&T launches a new campaign – remaining empathetic to the current reality – while lightening the mood with a dose of charm via beloved spokes-character Lily.

From 2013-2017 and in more than 40 spots, AT&T store manager Lily has been seen assisting customers in-store. With many AT&T employees now working remotely, the new spots show Lily working from home, continuing to provide the same level of customer service paired with her signature wit and charm.


Created with creative agency partner BBDO LA and Critical Mass, two new spots will run on TV and digital beginning today. The work features all-too familiar nods to the WFH reality—from not fully understanding the sourdough trend, to trying to turn your furniture into friends.

With stay-at-home and social distancing orders still in place in most of the US, bringing Lily back took some creativity. The actress and philanthropist that plays Lily, Milana Vayntrub, is now an accomplished sketch writer and commercial director.


When work from home orders became the new normal, Vayntrub had the idea to use her own production skills to bring Lily back. AT&T worked quickly with the team at BBDO to build out the concept and work out the logistics. Then, Vayntrub and her boyfriend shot and produced the spots from home, all while safely social distancing. The production team leaned on video conferences and remote everything – casting, playback, editing, etc – to help bring this all to life. 
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AGENCY

Agency: BBDO, Critical Mass, Hearts & Science

CLIENT

Client: AT&T

AT&T:

SVP, Advertising and Marketing Communication: Valarie Vargas

VP, Advertising and Social Media: Marc Burns

Director, Advertising: Dave Brown

Lead Manager, Advertising: Taylor Laughlin

Senior Manager, Advertising: Carter Crenshaw and Aaron Schwartz

Director, Diversity Advertising: Mariel Llenza

AVP, Digital Strategy and Performance: Melissa Smith

Digital Marketing Director: Masha Gaidouk

Lead Digital Marketing Manager: Tracy Threlkeld

BBDO

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, Omnicom for AT&T: Matt MacDonald

Executive Creative Director: David Povill and David Cuccinello

Creative Director: Eli Terry, Wendy Leicht and Cooper Olson

Copywriter: Ally Farrish

Art Director: Kory Brocious

Group Executive Producer: Julie Collins

Executive Producer: Andrew Tucci

Managing Director: Rachel Nairn

Account Lead AT&T: Stacia Parseghain

Senior Director: Laura Perrizo and Shane Chastang

Account Director: Andrea Bass and Allie Knill

Account Executive: Claire Sommer

Head of Strategy: Tim Millar

Communications Planning Director: Mac Russell

Planning Director: Alex Morrison and Reza Rostampisheh

Communications Planner: Kristen Farnam

Director of Project Management: Colin Vidika

Project Manager: Kelli Szymczak

CRITICAL MASS

VP, Executive Creative Director: Frank Dattalo

Creative Director: Christiaan Welzel

Associate Creative Director: Kathryn Whiteside and Eric Jorgensen

Art Director: Cam Benedict

Copywriter: Chantal Miyagishima

Designer: Taylor Lumley

Senior Producer: Sydney Woodman

EVP, Client Partner: Lisa Zandy

VP, Client Partner: Heather Livengood

Account Director: Austin Tatum

Senior Account Manager: Jack Rosenberg

Account Coordinator: Crystal Ling

VP, Group Strategy Director: Jared Folkmann

Strategist: Kelsey Chudiak

Program Director: Laurie Ma

Senior Project Manager: Sarah Dinham

Project Manager: Lina Barbon and Melissa Cavaliere

HEARTS & SCIENCE

President Hearts & BBDO: Ralph Pardo

Managing Executive Director: Mike Venables

Executive Director, AT&T Consumer Media: Shanae Johnson

Executive Director, Digital Strategy: Theresa Fromm

Senior Director, Strategy: Adam Block, Brian Diamond and Christiana Messina

Senior Director, Digital Strategy: Denise Marchitto

Director Video, Strategy: Andres Torrente

Associate Director: Jeff Fisher

PRODUCTION PARTNERS:

Production Company: Hungry Man

Director: Milana Vayntrub

DP: Corey Walter

Executive Producer: Mino Jarjoura

Line Producer: Josh Goldstein

Editorial: Cut & Run Edit

Editor: Frank Effron

Executive Producer: Amburr Farls

Producer: Jared Thomas and Scott Lilly

Telecine Company: Framestore

Telecine Artist: Beau Leon

Conform/Finish Company: Jogger

Head of Production/Executive Producer: Diana Cheng

Lead Flame Artist: Andy Brown

Audio Finishing: Lime

Executive Producer: Susie Boyajan

Mixer: Zac Fisher

Graphics: LVLY

Executive Producer: Bryce Edwards

Music Company: SOUTH

Chief Creative Director: Dan Pritikin

Category: Consumer Electronics , Phones

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