AT&T Commits to Helping Customers Stay Connected in New Campaign

Now more than ever, AT&T is committed to helping customers stay connected. While most advertising has shifted over the last few weeks to focus on the pandemic and social distancing, 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.

From 2013-2017 and in more than 40 spots, AT&T store manager Lily has been seen assisting customers in-store. With many AT&T employees now working remotely, the new spots show 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 and 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.

With stay-at-home and social distancing orders still in place in most of the US, bringing Lily back took some creativity. The actress and philanthropist that plays Lily, Milana Vayntrub, is now an accomplished sketch writer and commercial director.

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 worked quickly with the team at BBDO to build out the concept and work out the logistics. Then, Vayntrub and her boyfriend 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.