THE PRESENT OF BEING PRESENT
In 2015, the idea of "digital detox" was becoming more of a thing. People took up meditation, yoga, even rehab, to get a break from their phones. It was a trend not lost on us, or AT&T. So in the spirit of the season, on Christmas Eve and Christmas Day, the brand pulled all of their advertising in the U.S. in favor of this gentle reminder to be present.
The message obviously hit home. In just two days, "Present" shot to the top of AdAge's Viral Video chart with 19.2 million views in its first week.