AT&T: NETWORK GUYS

 The wireless category is characterized by claims and counterclaims that are fleeting at best, complicated at worst, and increasingly viewed with a measure of disbelief by customers. We persuaded AT&T that we needed to break with the category's obsession with claims and create a campaign that focussed on the "substance of better". We wanted to avoid hyperbole and give customers substantive reasons why our network was better, based on the technology upgrades that AT&T was rolling out at the time.

The "Network Guys" campaign delivered the substance of our network in an entertaining and human way. The comedic tension between the younger, more technological savvy Charlie, and the more down-to-earth, pragmatic Frank, gave rise to work that built on AT&T's more likable personality and provoked meaningful reappraisal of our network.