AT Launches 'Wake Up with CrAIg' Campaign Featuring Craig Robinson

What's Happening?

AT&T has launched a new advertising campaign titled 'Wake Up with CrAIg,' featuring comedian Craig Robinson. The campaign aims to promote AT&T Business's internet services to small business owners. Robinson, known for his role in 'The Office,' is depicted as embarking on a fictional small business journey involving an AI alarm clock powered by AT&T's internet. The campaign, created by West BBDO, includes former cast members of 'The Office' and will be rolled out across various media platforms, including TV and digital. The campaign is part of AT&T's strategy to expand its reach beyond large corporations and appeal to small businesses.

Why It's Important?

This campaign is crucial for AT&T as it seeks to strengthen its position in the small business market. By leveraging popular culture and familiar faces from 'The Office,' AT&T aims to create engaging and memorable content that resonates with small business owners. The focus on cybersecurity and reliable internet services highlights AT&T's commitment to addressing the needs of small businesses, which often require robust and secure connectivity solutions. The campaign's timing with Cybersecurity Awareness Month underscores the importance of protecting business operations from digital threats.

What's Next?

AT&T will continue to roll out the 'Wake Up with CrAIg' campaign across various platforms, aiming to increase awareness and consideration among small business owners. The company may monitor the campaign's impact on brand perception and customer engagement, potentially leading to further initiatives targeting this market segment. The success of this campaign could influence AT&T's future advertising strategies and product offerings for small businesses.