• by Danielle Oster , Yesterday

Some members of “The Office” crew get back together in a series of new ads for AT&T Business.

More specifically, Creed Bratton, Angela Kinsey, Oscar Nuñez, and Ellie Kemper have joined Craig Robinson in AT&T Business’ “Wake Up With CrAIg” campaign, which launched a couple of months ago around the concept of the comedian starting a small business selling AI alarm clocks.

The most recent pair of ads in the campaign launched Oct. 1, using comedic premises to highlight AT&T’s Dynamic Defense network security for small businesses.

 “Super Safe” features Bratton, Kinsey, Nuñez and Robinson, and finds the crew frustrated by Creed’s misunderstanding about what they meant by  “safety.” In the other spot, someone tries to hack the business with “sad affirmations,” but the security service has them covered. Angela still wants to keep the basket of kittens Creed provides to help “Sad CrAIg,” though.

The new rollout shows that AT&T Business is looking to the campaign as part of a longer-term investment in its advertising. “Wake Up With CrAIg” itself is a follow-up to last year’s campaign featuring actor Rainn Wilson from the series.

Nuñez told Marketing Daily AT&T’s investment in the project gave the cast members a uniquely positive working experience.

“I don’t think any of us have worked on another project with so many of us from ‘The Office’ before,” he said. “When you have a [campaign] with a large corporation [like AT&T], they tend to be on the high end of projects to work on. They’re so fun, because we look at each other and it looks as if we’re shooting a movie, with the best equipment, catering [and production].”

AT&T, agency partners West BBDO and Critical Mass, and production company World War Seven gave the cast room to play off  each other in unexpected ways as well. Nunez said there was a “friendly, open atmosphere” on set, “open to at least listening” to actors’ suggestions and improvised lines.

“One of my improvised lines made it into the [campaign],” he added, referencing a line in the recent ad promoting how easy it is to set up AT&T Business Internet.

The most recent batch of ads are rolling out as Nunez reprises his role from “The Office” in a new spinoff series called “The Paper,” which debuted last month.

The campaign will continue running across TV, digital, social media, and retail channels throughout the year.

It’s unclear if AT&T Business will bring back “The Office” cast members for another sequel next year, but the marketing investment in B2B  seems ongoing. AT&T Business described the campaign as part of a “multiyear movement designed to shine a light and celebrate the real journey of small-business owners” with “memorable and meaningful” B2B advertising.