The Masters tournament runs April
9-12 — and so does AT&T's latest "Connection" campaign.
The creative is by West BBDO, with Omnicom Telecom, Critical Mass and Dieste participating. Hearts &
Science and Optimum Sports handled media.
The campaign includes nine spots, with a tenth in Spanish. "Swing Coach" and "Remi Rocks" feature non-actors,
while "Pretzels" and
"Pillows" star
Angela Kinsey and Jenna Fischer from "The Office."
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The work highlights the importance of human interaction to enhance our lives. The tagline: "When the connection matters, it has to be
AT&T." All introduce Ted, the brand's new ambassador, who coordinates each spot's action.
The ads run throughout the golf championship on TV, online video, digital pre-roll, the Masters
live stream and YouTube.
Lianne Sinclair, AVP, marketing and communications, creative content & advertising, AT&T, told Agency Daily: "We’re all connected
— but what matters are meaningful, real human connections. Those moments remind us why connection exists. And our network makes them possible.”
The prestigious event has been held
since 1934 at the Augusta National Golf Club. This year, there is a 91-player field with Scottie Scheffler, Rory McIlroy, Bryson
DeChambeau and Jon Rahm, among others, vying for the championship.