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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.
Credits
Other credits
AT&T:
SVP, Advertising and Marketing Communication: Valarie Vargas
VP, Advertising and Social Media: Marc Burns
Director, Advertising: Dave Brown
Lead Manager, Advertising: Taylor Laughlin
Senior Manager, Advertising: Carter Crenshaw and Aaron Schwartz
Director, Diversity Advertising: Mariel Llenza
AVP, Digital Strategy and Performance: Melissa Smith
Digital Marketing Director: Masha Gaidouk
Lead Digital Marketing Manager: Tracy Threlkeld
BBDO
Chief Creative Officer, Omnicom for AT&T: Matt MacDonald
Managing Director: Rachel Nairn
Account Lead AT&T: Stacia Parseghain
Senior Director: Laura Perrizo and Shane Chastang
Account Director: Andrea Bass and Allie Knill
Account Executive: Claire Sommer
Head of Strategy: Tim Millar
Communications Planning Director: Mac Russell
Planning Director: Alex Morrison and Reza Rostampisheh
Communications Planner: Kristen Farnam
Director of Project Management: Colin Vidika
Project Manager: Kelli Szymczak
CRITICAL MASS
VP: Frank Dattalo
Designer: Taylor Lumley
EVP, Client Partner: Lisa Zandy
VP, Client Partner: Heather Livengood
Account Director: Austin Tatum
Senior Account Manager: Jack Rosenberg
Account Coordinator: Crystal Ling
VP, Group Strategy Director: Jared Folkmann
Strategist: Kelsey Chudiak
Program Director: Laurie Ma
Senior Project Manager: Sarah Dinham
Project Manager: Lina Barbon and Melissa Cavaliere
HEARTS & SCIENCE
President Hearts & BBDO: Ralph Pardo
Managing Executive Director: Mike Venables
Executive Director, AT&T Consumer Media: Shanae Johnson
Executive Director, Digital Strategy: Theresa Fromm
Senior Director, Strategy: Adam Block, Brian Diamond and Christiana Messina
Senior Director, Digital Strategy: Denise Marchitto
Director Video, Strategy: Andres Torrente
Associate Director: Jeff Fisher
Hungry Man
Line Producer: Josh Goldstein
Editorial: Cut & Run Edit
Editor: Frank Effron
Executive Producer: Amburr Farls
Producer: Jared Thomas and Scott Lilly
Telecine Company: Framestore
Telecine Artist: Beau Leon
Conform/Finish Company: Jogger
Head of Production/Executive Producer: Diana Cheng
Lead Flame Artist: Andy Brown
Audio Finishing: Lime
Executive Producer: Susie Boyajan
Mixer: Zac Fisher
Graphics: LVLY
Executive Producer: Bryce Edwards
Music Company: SOUTH
Chief Creative Director: Dan Pritikin
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