With the acquisition of both Time Warner and DIRECTV, AT&T has evolved way beyond a telecom to become a major player in the entertainment industry. But people typically perceive the brand as a phone company. To overcome that, we entered into a partnership with National Cinemark Media to put a campaign of genre-swapping “mini-movies” in front of nearly every theater audience in the country.
Each film advertises the breadth of content you’ll get with AT&T through a series of jarring, unexpected and sometimes shocking genre twists.
It’s a campaign best enjoyed on a really huge screen with incredible sound (even though you’re probably watching on a phone. You’re watching on a phone, aren’t you?)