WW7's David Shafei Directs "Wake Up with CrAIg: The Movie" for AT&T

AT&T Business has premiered "Wake Up with CrAIg: The Movie," created by BBDO and directed by David Shafei of World War Seven, marking one year since the launch of the "Wake Up with CrAIg" ad campaign. Built to shine a light on the real journey of small business owners and celebrate what it takes to build something from the ground up, the campaign followed Craig Robinson and a cast of familiar faces — including Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez — as they turned a simple idea, an AI alarm clock designed to motivate small business owners, into a growing business.

The campaign began in summer 2025 with a leaked video of Craig announcing that he was quitting stand-up comedy in order to spend more time on his new venture. Throughout the year, the story unfolded across four chapters, watching as their doors opened, the company expanded, and everyday challenges began to surface. Mirroring what so many small business owners experience daily, the campaign became some of AT&T's most-shared spots last year.

“Wake Up with CrAIg: The Movie” weaves together scenes from the previous chapters, with new footage from the core cast, and a newly inspired Leslie David Baker, whose own business needs a wakeup call from CrAIg. Comedic heavy-hitters Robby Hoffman, Chris Gethard, and Hannah Pilkes also join the fold, staying true to the campaign's tone and the chemistry of a cast fans know and love.

“Wake Up with CrAIg has become a powerful example of what happens when creativity and culture work together. We put small business owners – those whose hard work powers the communities they’re in – at the heart of the campaign. And in doing so, we showed how AT&T Business connectivity and security can support them through the real challenges of running and growing a business,” said Val Vargas, SVP Creative Content & Advertising.

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