AT&T this week during the Masters is debuting its “Connecting Changes Everything” ads as the campaign “showcases AT&T’s existing tech advancements and introduces new ones with star-studded spots” featuring golfers Rose Zhang and Jordan Spieth along with actor Ben Stiller, according to Sabrina Sanchez of AD AGE. The campaign comes from BBDO, AT&T’s agency of record. The first spot, “The Juggling Rose,” Zhang “playfully juggles a golf ball with her iron — while video calling her family, watching class lectures, watching funny videos and more” — as a metaphor for “how AT&T helps her juggle all the important things in her life.” Inspired by Zhang, an AT&T-sponsored student-athlete, the brand “aimed to show what it is like to balance a professional career with studies and a personal life — with the help of technology.” Sanchez wrote the resulting spot “bears an uncanny resemblance to Tiger Woods’ famous ‘Hacky Sack’ ad for Nike.” In “Epic Bad Golf Day,” it “introduces a satellite calling feature that is still in testing.” In the ad, Stiller “gets lost far away from the golf course and finds his way back with AT&T satellite calling and the help of Spieth.” Sanchez noted two additional spots “depict technology’s impact on daily life” (AD AGE, 4/10).
IN THE BAG: Spieth said that AT&T “annually designs a commemorative bag for each major championship.” In Augusta, Doug Stutsman noted this year, instead of embroidering the golfer’s name in traditional bold letters, AT&T “chose a different route — a golden nameplate.” The feature is “reminiscent of the gold and rectangular nameplate that’s inside the Champions Locker Room” (AUGUSTA CHRONICLE, 4/10).
AT&T
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