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2022 · ACD · BBDO LA
Pivoting away from standard corporate telecom pitches, this work brings back an old friend to simplify a complex proposition. Everyone uses their phone differently — there are the talkers, the texters, the TikTokers, and the serial sitcom bingers.
To land the message that one plan can actually fit everyone's specific obsession, the campaign pairs Lily with the distinct sights and sounds of HBO MAX. By grounding massive network deals in her dryly comedic, natural retail interactions, the work bypasses rigid tech-speak entirely, keeping AT&T's communication human, conversational, and genuinely entertaining.
Character Comedy · Film · Retail
AT&T needed to sell a bundled proposition without sounding like a corporate telecom pitch. Toby Brewer worked as Associate Creative Director at BBDO LA, alongside Andrew Hajjar, bringing back a familiar retail character to carry a complicated offer.
Everybody uses their phone differently. There are talkers, texters, TikTokers and serial sitcom bingers, and each of them hears a bundled plan as a compromise. The way to make one plan feel personal is to talk about the obsession rather than the tariff.
The work pairs Lily with the distinct sights and sounds of HBO MAX, grounding large network deals in dryly comedic, entirely natural retail interactions. By staying conversational and letting the humour come from recognisable customer behaviour, the campaign sidesteps rigid tech-speak and keeps AT&T's communication human and genuinely watchable across film, retail and social.
MARTIN LANGLEY