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'AT&T Guarantee' Launches During Orange Bowl, With Help From NFL Greats

There are many things in life that don’t come with a guarantee -- whether in sports or in everyday life.

AT&T uses that premise -- and the inherent unpredictability of the college football playoffs --  to introduce the “AT&T Guarantee,” the wireless brand’s new network reliability and customer care pledge, with a little help from former NFL greats Tim Tebow, DeMarcus Ware and Marshawn Lynch.

AT&T’s guarantees to new and existing customers include speaking with a tech expert or scheduling a callback time within five minutes of calling for help; same or next day availability for an appointment with a technician; and prompt repair for network interruptions, along with crediting customers for a full day of service.

The brand worked with agency partner OMC on a series of ads focusing on areas of life without guarantees. From the accuracy of quarterbacks  or rental car companies, to the butter container in the fridge actually containing butter, or even certainty of your own existence, the launch campaign applies the comedic premise across a variety of scenarios.

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 “Whether it be in sports, in business or even our commute to work, we're used to nothing in our lives being guaranteed,” OMC Chief Creative Oficer Matt Miller said in a statement. “This work takes a witty, relatable look at all those countless uncertainties, then shows how at AT&T it's different. AT&T is guaranteed to have your back.”

The multiplatform “AT&T Guarantee” campaign debuted during the Orange Bowl on Jan. 9, and is running across a series of college football playoffs games. media targeting both Hispanic language, and general market audiences on TV, print, online video, social media, and online display.

According to a spokesperson, the “AT&T Guarantee” campaign will remain a focus for the brand throughout the year, with future ads campaign continuing the approach of depicting relatable guarantee-free scenarios.

The launch of “AT&T Guarantee” follows some crises for the brand in 2024 – including a nationwide outage last February which impacted some 92 million voice calls, according to the FCC; as well as a data breach the company disclosed last July, which it said it learned of in April.  It also comes on the heels of the brand’s simple holiday advertising message, “A Voice Can Change Everything.”

Today, AT&T also announced it is working closely with agencies such as CalFire to provide cell coverage to areas in the Los Angeles area impacted by wildfires –while  prioritizing the needs of the public safety community. According to a release from AT&T, CalFire’s mobile FirstNet cell sites in the area are providing first responders with “greater command and control of their own network” through Compact Rapid Deployables (CRDs) which can be set up in minutes.

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