I've decided to write about AT&Ts new "Connecting Changes Everything" ad campaign. The reason I decided to write about this series of ads from the telecommunications company is the fact that two of the four ads featured professional golfers, a sport I'm very interested in, and have been playing throughout and premiered during the Masters this week. The article I found on AdAge by Sarina Sanchez opened my eyes to some of the highlights to these advertisements and not just what made them funny. Sarina's article mentioned how the advertisements highlighted new advancements of AT&Ts existing technology and highlights new and upcoming tech from the company, While showing the importance and impact of tech on daily life. She also wrote that the goal was to balance the storytelling during the masters with two ads featuring golfers and two lifestyle pieces. AT&T's value proposition is "Creating Connection, Delivering Value" and their purpose is to create a connection for you and the rest of the world.
In the first ad of the series Rose Zhang is seen juggling a golf ball on her iron while making calls to her family, attending online lectures, watching videos, etc. The Ad shows that with the help of her connectivity with AT&T she can juggle her life as student and still have the ability to travel and be successful on the golf course. The second and my personal favorite ad from the series features comedic actor Ben Stiller hitting wayward shot after wayward shot eventfully finding himself way off the golf course sporting long hair and a beard, and finally deciding to call in the big guns while opening his phone and placing a call to PGA star Jordan Spieth who is known for his incredible talent just off the green. The advertisement shows the call going from Ben Stiller's phone up to a satellite in space and bouncing off it toward's Jordan Spieth's phone where he answers and starts to give Ben Stiller some advice. This ad was showing off a the new and still in the works technology of satellite calling. AT&T was wanting to show that with this new technology you won't have to worry about where you are in the world that they will connect you to others, even from in the middle of nowhere. The following two ads showed the necessity to technology in order to have equal opportunities in education today, promoting the money AT&T has committed to help people have access to necessary technology and one ad showing a family running their business on AT&T wifi showing the necessity to a strong and stable internet connection in which the company can provide. The ad series provided an answer to the problem of how to call and connect with others when you're somewhere you currently wouldn't have phone service by showing the solution of the future of Satellite calling.
Personally I found the campaign was unique because they found a way to make a telecommunications company seem relevant to golf and golf fans, and even the two ads not featuring golf were relatable to golf fans as one featured heavy 80's themes, a time when majority of golf fans spent their childhoods, and another featured themes a family a theme just majority of people can relate too. One critique I would have for the campaign is that they are only commercials showing on television, if I were to make a change I would make shortened versions of the ads and promote them on social media platforms.
Article: https://adage.com/article/marketing-news-strategy/att-masters-2024-campaign-stars-ben-stiller-jordan-spieth-rose-zhang/2552386?adobe_mc=MCMID%3D37389769073785240452316963514431309194%7CMCORGID%3D138FFF2554E6E7220A4C98C6%2540AdobeOrg%7CTS%3D1713139649&CSAuthResp=1%3A%3A5860821%3A150997699%3A24%3Asuccess%3AF5DE4B6A7A8B0B935BB0F21FA126DBA6
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