- AT&T has brought together several actors from “The Office” to advertise a platform and network targeted at small businesses, in accordance with a news release.
- New commercials show actor Rainn Wilson, who played Dwight Schrute on the sitcom, as he tries to get a far-fetched sleep aid product up and running. He’s joined within the chaotic Dream with Rainn enterprise by former castmates Jenna Fischer, Craig Robinson, Creed Bratton, Kate Flannery and Brian Baumgartner.
- Wilson teased the creative through posts on LinkedIn and Instagram, while a industrial formally unveiled the trouble at the ultimate round of the Masters Tournament last weekend. The full campaign rolled out Wednesday with a long-form video catering to die-hard fans of “The Office,” an enduringly popular series.
AT&T Business desires to showcase how its services may also help aspiring entrepreneurs get their ideas off the bottom, regardless of how outlandish or mismanaged. To that end, the telecom has enlisted key cast members from the famously dysfunctional Dunder Mifflin Paper Company for a campaign that appeals to fans of “The Office” without explicitly name-dropping this system. An integrated Omnicom team of BBDO, Critical Mass, Hearts & Science and Ketchum developed the trouble.
While the U.S. version of “The Office” wrapped over a decade ago, it has remained a cultural fixture within the streaming era with a faithful following, and might appeal even to a more area of interest business-to-business (B2B) audience. “Sleep with Rainn” has the sitcom actors play versions of themselves that aren’t too far faraway from their counterparts on the show.
Wilson, like Dwight, is domineering and fixated on bizarre ideas, on this case a business that “just might change the world” and convey about global peace. His pitch focuses on a pillow with integrated speakers that play his voice to assist lull people to sleep, something he claims to at all times have been good at. Though the enterprise is haphazard, AT&T Business’ Next Level Network provides strong connectivity throughout.
AT&T’s rollout relied on social media and digital channels to pique curiosity before a final reveal on the Masters golf tournament Sunday. The company leaned into LinkedIn, a number one B2B networking platform, with an account for Wilson promoting him as founder and CEO at Dream with Rainn. The full campaign contains a 6-minute video that tries to capture the comedic type of “The Office.”
The strategy mirrors how other marketers are generating hype by having real celebrities adopt colourful public personas. In the weeks leading as much as a Super Bowl spot, actor Michael Cera played up an association with the similar-sounding CeraVe brand, claiming himself because the mastermind behind the L’Oréal-owned cream.
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