Ahead of the college football transfer portal allowing
players to switch schools launching early next month, AT&T inserted itself into the conversation with a “Transfer Portal” ad starring University of Mississippi quarterback Trinidad
Chambliss.
In the 30-second ad entitled, “The Call,” Chambliss takes a phone call while surrounded by family, friends and
supporters, with a banner reading “Transfer Day” overhead. As a news report in the background speculates about what’s next for the star quarterback, he says, “I’d love to
transfer to AT&T.” The spot concludes by pitching AT&T’s “up to $800” giveaway per line for eligible transfer accounts.
“Transfer Portal” plays on
the college football transfer portal process, and its star’s association with the phenomenon. Back in April, Chambliss announced his transfer to the University of Mississippi to play for the
school’s NCAA Division I team, the Ole Miss Rebels, following three seasons playing for Michigan school Ferris State University’s Division II team.
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“The Call” is
running across media channels including broadcast, streaming, and social media, and made its broadcast debut during Dec. 6 college football programming on networks including ABC, CBS, ESPN, and Fox.
The spot also ran during NFL programming on CBS on Dec. 7, and is running during sports programming this week, such as Amazon Prime’s stream of NBA Cup (the NBA’s in-season
tournament) games.
“For this campaign, we aimed to tap into a moment that has become a key part of the college football conversation,” AT&T Senior Vice President, Content
Creation and Advertising Valerie Vargas said in a statement sent to Marketing Daily. “By grounding the creative in something familiar, we can discuss switching wireless providers in a
way that feels timely and emphasizes why transferring to AT&T makes sense.”
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