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AT&T’s Latest “It’s Not Complicated” Ads Feature Four NBA Legends

by Todd Haselton | March 29, 2013March 29, 2013 12:50 pm PDT

AT&T’s “It’s not complicated” commercials, created with BBDO and featuring hilarious kids answering questions about why “more is better,” have been a huge hit, and now they’re about to feature superstars. AT&T first took the “not complicated” approach in an effort to show consumers that it offers what consumers want in the easiest way possible.

“The magic is this campaign capturing how kids think and talk about simple truths… “What’s better – bigger or smaller, faster or slower?” And letting the kids explain these in their own voice,” David Christopher, chief marketing officer, AT&T Mobility, said in a statement provided to TechnoBuffalo. “The “It’s Not Complicated” campaign has done really well for us. Our social media chatter has been incredibly high.  According to a recent BlueFin labs report, the campaign has consistently rated in the top three most talked about commercials.”

Now AT&T is hiring some big guns for the commercials. NBA greats Larry Bird, Bill Russell, Magic Johnson and Kareem Abdul Jabbar will are featured in AT&T’s latest “it’s not complicated” commercials, which will begin airing on Saturday.

“Despite all of the noise surrounding which wireless carrier’s network is better, our core belief has been that it really isn’t complicated,” Christopher explained. “When you look at the things that matter in a wireless network, we offer what consumers want – the nation’s largest 4G network, the nation’s fastest 4G LTE network, and the ability to talk and surf on an iPhone. Our goal with “It’s Not Complicated” was to find a campaign that would build familiarity where each message could live as a part of a whole – all while being as simple and straightforward as possible.”

One of the new commercials is embedded above (the second below), and we have to admit: AT&T really has done a great job making its message and offerings clear as day.


Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...

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