Today, AT&T launches a new campaign – remaining empathetic to the current reality – while lightening the mood with a dose of charm via beloved spokes-character Lily. YES, that Lily.
‘Member her? From 2013-2017 and in more than 40 spots, AT&T store manager Lily assisted customers in-store. Audiences were crushing on her for a bit. And for good reason. Now, with many AT&T employees now working remotely, the new spots feature Lily working from home, continuing to provide the same level of customer service paired with her signature wit and charm.
Created with creative agency partner BBDO LA & Critical Mass, two new spots will run on TV and digital beginning today. The work features all-too familiar nods to the WFH reality—from not fully understanding the sourdough trend, to trying to turn your furniture into friends. Have a look here:
“This unique time has undoubtedly presented new production challenges but also brand-new ways to be creative and flexible,” said Marc Burns, Vice President Advertising and Social Media, AT&T. “And bringing “Lily” back allowed us to do just that. Both her willingness and excitement to take on this DIY production with us, and her charming character that portrays so many of our AT&T employees, it just makes sense in this moment.”
With stay-at-home and social distancing orders still in place in most of the US, bringing Lily back took some creativity. Lucky for us, the actress and philanthropist that plays Lily, Milana Vayntrub, is now an accomplished sketch writer and commercial director for Hungry Man.
When work from home orders became the new normal, Vayntrub had the idea to use her own production skills to bring Lily back. AT&T loved the idea and worked quickly with the team at BBDO to build out the concept and work out the logistics.
Then, Vayntrub and her boyfriend (an architect… not a fellow film director!) shot and produced the spots from home, all while safely social distancing. The production team leaned on video conferences and remote everything – casting, playback, editing, etc – to help bring this all to life.
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CREDITS:
CLIENT: AT&T
- SVP, Advertising and Marketing Communication: Valarie Vargas
- VP, Advertising and Social Media: Marc Burns
- Director, Advertising: Dave Brown
- Lead Manager, Advertising: Taylor Laughlin
- Senior Manager, Advertising: Carter Crenshaw
- Senior Manager, Advertising: Aaron Schwartz
- Director, Diversity Advertising: Mariel Llenza
- AVP, Digital Strategy and Performance: Melissa Smith
- Digital Marketing Director: Masha Gaidouk
- Lead Digital Marketing Manager: Tracy Threlkeld
AGENCY: BBDO
- Chief Creative Officer, Worldwide: David Lubars
- Chief Creative Officer, Omnicom for AT&T: Matt MacDonald
- Executive Creative Director: David Povill
- Executive Creative Director: David Cuccinello
- Creative Director: Eli Terry
- Creative Director: Wendy Leicht
- Creative Director: Cooper Olson
- Copywriter: Ally Farrish
- Art Director: Kory Brocious
- Group Executive Producer: Julie Collins
- Executive Producer: Andrew Tucci
- Managing Director: Rachel Nairn
- Account Lead AT&T: Stacia Parseghain
- Senior Director: Laura Perrizo
- Senior Director: Shane Chastang
- Account Director: Andrea Bass
- Account Director: Allie Knill
- Account Executive: Claire Sommer
- Head of Strategy: Tim Millar
- Communications Planning Director: Mac Russell
- Planning Director: Alex Morrison
- Planning Director: Reza Rostampisheh
- Communications Planner: Kristen Farnam
- Director of Project Management: Colin Vidika
- Project Manager: Kelli Szymczak
AGENCY: CRITICAL MASS
- VP, Executive Creative Director: Frank Dattalo
- Creative Director: Christiaan Welzel
- Associate Creative Director: Kathryn Whiteside
- Associate Creative Director: Eric Jorgensen
- Art Director: Cam Benedict
- Copywriter: Chantal Miyagishima
- Designer: Taylor Lumley
- Senior Producer: Sydney Woodman
- EVP, Client Partner: Lisa Zandy
- VP, Client Partner: Heather Livengood
- Account Director: Austin Tatum
- Senior Account Manager: Jack Rosenberg
- Account Coordinator: Crystal Ling
- VP, Group Strategy Director: Jared Folkmann
- Strategist: Kelsey Chudiak
- Program Director: Laurie Ma
- Senior Project Manager: Sarah Dinham
- Project Manager: Lina Barbon
- Project Manager: Melissa Cavaliere
DATA AGENCY: HEARTS & SCIENCE
- President Hearts & BBDO: Ralph Pardo
- Managing Executive Director: Mike Venables
- Executive Director, AT&T Consumer Media: Shanae Johnson
- Executive Director, Digital Strategy: Theresa Fromm
- Senior Director, Strategy: Adam Block
- Senior Director, Strategy: Brian Diamond
- Senior Director, Strategy: Christiana Messina
- Senior Director, Digital Strategy: Denise Marchitto
- Director Video, Strategy: Andres Torrente
- Associate Director: Jeff Fisher
PRODUCTION COMPANY: Hungry Man
- Director: Milana Vayntrub
- DP: Corey Walter
- Executive Producer: Mino Jarjoura
- Line Producer: Josh Goldstein
EDIT: Cut+Run
- Editor: Frank Effron
- Executive Producer: Amburr Farls
- Producer: Jared Thomas & Scott Lilly
TELECINE: Framestore
- Telecine Artist: Beau Leon
- Conform/Finish Company: Jogger
- Head of Production/Executive Producer: Diana Cheng
- Lead Flame Artist: Andy Brown
AUDIO: Lime
- Executive Producer: Susie Boyajan
- Mixer: Zac Fisher
GRAPHICS: LVLY
Executive Producer: Bryce Edwards
MUSIC: SOUTH
Chief Creative Director: Dan Pritikin
SOURCE: BBDO
