Big GIG Energy in AT&Ts GIGillionare Internet Campaign | LBBOnline

AT&T and Omnicom are teaming up with BBDO LA to raise GIGillionaires to launch the next campaign for AT&T Fiber with All-Fi (better, wider Wi-Fi without dead zones or slowdowns). Since its launch last year, the “Live Like a Gigillionaire” campaign has had an immediate impact. Inspired by the brand’s belief that connectivity changes everything, this year’s campaign shows what happens when you become a gigillionaire and add a few square meters of Wi-Fi to your home.

Building on what was achieved last year, AT&T launched an audience-first approach that delivered more than 15 hyper-targeted creative pieces with highly relevant, customized and meaningful stories to diverse audiences.

From Ken and Ryu from Street Fighter destroying loading wheels with a Hadoken attack (Gamers). to a baseball player using the “!” From like a baseball bat to breaking up slow Wi-Fi (sports, just in time for the MLB playoffs). To nosy neighbors gossiping about other neighbors’ newfound energy. To a Spanish jijillionaire family that shares all angles of its family with its best guests, each creation is rooted in consumer facts tailored to each of our audiences.

“While we’re excited to continue the momentum and success with the latest edition of the AT&T Fiber Gigillionaire campaign, we’re especially proud to introduce a new model for AT&T where our message speaks to different audiences who want quality Internet,” said Leanne Sinclair. They use it differently. Assistant Vice President of Advertising, AT&T. Multiple audiences, unique custom messaging led to greater relevancy and storytelling for our campaign. We expect to see great traction and results from our new approach.

Great facilities with great wifi strength. And some great laughs, said Rafael Gonzaga, EVP, Executive Creative Director, BBDO LA. Add to their homes and enhance their lives. Our new integrated campaign brings unique insights and creative execution to multiple audiences who enjoy quality internet in different and memorable ways.

The English-language ad was directed by rising star O Positive’s female director Jess Coulter, who also helmed the launch of the campaign last year. The digital films were directed by perhaps the hottest duo of the time: Los Perez. All work breaks away from category conventions that double down on comedy and optimism to illuminate the way All-Fi helps consumers “live like a gigillionaire” and demonstrate significant improvements in their home experience. For Spanish-language creative, AT&T partnered with Mexican-born director Rodrigo Valdez, of Superprime, to make TV and community films, using his knowledge of the culture to promote the work. Additionally, in sports spots, we continued to align with the Mexican national team sponsored by AT&T. [MNT] Shows how All-Fi can grow fans while also featuring MNT legend Luis ‘El Matador’ Hernds.