Ad Watch: “It’s Not Complicated” to Like AT&T’s Latest Commercials

There you are, bored on any given weekday night with nothing more to watch than yet another rousing episode of American Idol or House Hunters. While the seemingly endless supply of everyday individuals who think they can carry a tune or afford a 4000+ sq/ft house with granite counter tops, stainless steel appliances and a multi-head shower deeply intrigues me, there are times when I find my attention hungering something with a little more intrigue. Thankfully, locked away within a secret bunker deep inside the innards of an advertising agency, there dwell creative visionaries whose very jobs are to create a vacuum in which we’re all socially sucked in. And I applaud them.

Beginning in November, creative agency BBDO Atlanta unleashed a television ad series starring Beck Bennet and a boisterous variety of adorable kids, answering questions designed to highlight AT&T’s prominent features/services. These commercials don’t hurl facts and figures into your face, nor do they serve up steaming piles of propaganda for your unwanted digestion. Instead, Beck posts a basic question to some articulate adolescents, and their adorable answers create and instant chuckle fest. You forget that AT&T wants you to know about their network speed or sizable download capabilities, and instead just learn that a robot shooting lasers from two eyes instead of one is more powerful, or that fastening a cheetah to grandma’s back might make her faster. Hey, I don’t make this stuff up. But I wish I did.

An example can be seen in the commercial seen above. Beck inquires which is better: doing two things at once or just the one. The children enthusiastically give their responses, and then a tangent by one of the kids occurs wherein he displays his talent for shaking his head and waving his hand at the same. Exact. Time. I know what you’re thinking; this sounds improbable, maybe even impossible. But here we are, watching it together, perhaps both of us enjoying both the mysticism and the comic value of it.

While these commercials aren’t created for the intention of education, they are produced to pique viewers’ social awareness. And for this, the “It’s Not Complicated” campaign has been very successful (at least according to a study from BlueFin Labs). Between December 27th and January 2nd, AT&T was mentioned in an estimated 11.6L tweets. Behind them was Pepsi with 11K and Progressive with 5.5K tweets. To read more statistics and competitive facts, check out the analysis on lostremote.com. Kudos, AT&T; the Tweetosphere loves you.

Which of these four ads (the rest are below) is your favorite, and can you name any other recent ads that struck you as unique and memorable? CJP

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11 comments “Ad Watch: “It’s Not Complicated” to Like AT&T’s Latest Commercials”

I find these commercials so annoying that I will not purchase an AT & T product if I can help it.  They are insulting to certain populations and show kids anything but cute.

I find these commercials to be very annoying, especially the one about the grandmother being “slow”.  This is insulting to the aging population.  Why would you run so many of these annoying commercials?

I’m so sick of these dam at&t commercials that I just mute the volume when they come on.  They must play this garbage like 100 times a day.  It’s having the opposite effect on me, I don’t want this krap.

Well, think about it this way. You might be sick of them, but yet you remember them. And isn’t a commercial’s true purpose to be memorable?

These commercials have done nothing but served as a daily reminder to be PATIENT.  I’ve been running an old iPhone on T-Mobile, and despite the fact I’ve been dying to get an iPhone 5, I just couldn’t sign up for a contract AT&T due to the tone of these silly commercials.

And patience paid off!  T-Mobile just announced the iPhone 5 coming in early April.  Thanks AT&T!!!  Your “memorable” commercials actually help the competition! :)

These commercials are the funniest ever!  The candid explanations these cute kids give for ordinary situations is hilarious and gives a refreshing view of their creative minds. AT&T is forever etched in my brain so good job!

These kid commercials are so absolutely annoying!  I turn the channel immediately when they comes on!! I love kids, but they represent nothing simple or pure! Rather, Hollywood precouscious child wanna-be’s eww…

There is a tipping point in advertising that apparently AT&T has forgotten. It’s called “viewer ad fatigue”. It’s the point at which the commerical has become so endlessly repetitive that it’s no longer amusing–just relentlessly annoying. At that point, you’ve forgotten what company the ad is for, because you’ve become intently focused on diving for the mute button. Progressive Insurance has figured that out, & that’s why they retire the ads that become tiresome, & come out with new stuff. If AT&T doesn’t have the advertising budget to do anything but produce one endless ad that’s irritating beyond distraction, what kind of money do they have to put into their service?

I totally love these commercial – awesome stuff

Love these commercials…extremely talented…

The MOST annoying ads EVER!!!! Especially the one withe the girl that keeps repeating “we want more, we want more….” Instant mute, or a channel change….


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