AT&T: Sparks Back

When you get a new phone, there’s a feeling so amazing, you just want to feel it again and again. With AT&T Next Up Anytime, AT&T lets you feel that every year. For the iPhone 16 launch, AT&T challenged us to not only help sell the phone, but more importantly sell this feeling, and the assurance that consumers can experience it year after year. We asked ourselves, what amazing feelings in life, would be even more amazing if you could feel them every year? With that, BBDO LA, Dieste, and Critical Mass got to work creating a multicultural integrated campaign. “Spark’s Back” and “Nursery”, directed by Brian Billow, center around these feelings, be it getting the spark back in bed, or the joy of having a new baby. We related these incredible feelings with the equally incredible feeling of getting a new iPhone every year with AT&T.