World War Seven’s AT&T Alarm Clock Campaign Is A Fever Dream For Fans of The Office

Last year, AT&T Business wanted small-business owners to fall asleep with Rainn Wilson. Now, it’s urging them to wake up with Craig Robinson.

A new campaign from West BBDO continues the company’s association with actors from “The Office.” This time, Robinson is seen scheming with co-workers Ellie Kemper, Angela Kinsey, Creed Bratton and Oscar Nuñez to bring an AI alarm clock called “CrAIg” to market.

A long-form spot, directed by World War Seven’s David Shafei, rolls out in social and digital media today. A 30-second version will air on TV.

The lighthearted film, featuring the cast making amusing quips in typical “Office” style, kicks off a yearlong “Wake Up with CrAIg” campaign, outlining how AT&T Business can help small businesses thrive. More videos and other content will break throughout the year.

AT&T said the “Sleep with Rain” campaign, in which Wilson pretended to market a different eccentric product—a speaker inside a pillow—was successful in driving consideration for the brand. (The work, which broke in May 2024, won a Bronze Effie.) Valerie Vargas, AT&T’s senior VP of content creation and advertising, called the Wilson work “a new way to represent B2B in advertising” and that it cried out for a sequel.

“You tap into the incredible fandom of where this [‘Office’] cast has come from,” she said. “You’ve seen them work together in a business. Showing them having their own entrepreneurial spirit allows the talent to really shine and taps into that legacy. So we said, let’s go for chapter two.”

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