AT&T's More Your Thing Ads Features an Unconventional Twist
Ellen Smith — October 8, 2018 — Marketing
References: attsavings & bbdo.nyc
In an effort to celebrate its customizable and personalized services, At&T's 'More Your Thing' campaign has created a series of 90-second clips that feature a shocking twist.
Its most recent ad begins as a conventional romantic-comedy and stars a young woman running through the airport to catch her lover before the plane takes off. The couple embrace and run away together, but the man is met with a sinister surprise when his love fails to answer some of his basic questions, like "how did you get on the plane without a ticket" or "why didn't security stop you?" The sweet woman quickly changes form, turning into a blood-thirsty monster as the screen reads "From Rom-Com to Horror, Get Movies and More with AT&T's Unlimited Plans."
Its most recent ad begins as a conventional romantic-comedy and stars a young woman running through the airport to catch her lover before the plane takes off. The couple embrace and run away together, but the man is met with a sinister surprise when his love fails to answer some of his basic questions, like "how did you get on the plane without a ticket" or "why didn't security stop you?" The sweet woman quickly changes form, turning into a blood-thirsty monster as the screen reads "From Rom-Com to Horror, Get Movies and More with AT&T's Unlimited Plans."
Trend Themes
1. Customizable Marketing - Companies are exploring ways to personalize marketing efforts for customers.
2. Interactive Advertising - Brands are experimenting with interactive advertising that engage viewers beyond watching a regular ad.
3. Subverting Expectations - Advertisers are subverting conventional ad tropes to create a more memorable impression on viewers.
Industry Implications
1. Telecommunications - Telecom companies can leverage personalized services to target specific customers more effectively.
2. Entertainment - Content creators can explore more unconventional and surprising storylines in their productions to capture the audience's attention.
3. Advertising - Advertising agencies can rethink conventional advertising practices by embracing new and unexpected storytelling techniques.
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