Is ATT Missing an Opportunity for an Alley-Oop?

I love this AT&T TV commercial! I have no idea what the media buy is, but I know that I have only seen it when I am watching sports. I am assuming that’s because of the focus on Tyler Hansbrough, the former North Carolina basketball hero who was recently drafted into the NBA by the Indiana Pacers. But this spot is strong even if you don’t know who he is. Don’t get me wrong. Having Tyler further his heroic persona by finding the dog in the end is very touching and a definite bonus. But the concept alone is a winner.

Not only is it very appealing to women, it reveals the power of social networking at it’s best. People are communicating and connecting together to solve a problem and quickly. Looking deeper, it shows how even celebrities can be a part of an online community, making them more transparent and approachable.

Hopefully, I have missed this spot running on channels that are either more mainstream or even geared to women. If so, major kudos for not assuming it is only sports related. If not, AT&T is missing a huge opportunity for an alley-oop.

These are my thoughts. I’d like to hear yours.



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

6 Responses to “Is ATT Missing an Opportunity for an Alley-Oop?”

  1. As a dog owner, this commercial struck me as well.

    Although I realized the guy they focused on was a celebrity, I did not know who he was.

    I first saw it last night during Grey’s Anatomy, so I think they will be targeting women as well.

  2. Definitely appealing to women, but not just… because don’t men love to fix problems? I was thinking the spot is great because it includes the love of dogs (men, women, kids love dogs), people helping a kid solve a problem, and then everyone gets to celebrate when it’s found. That last bit struck me most. In social, even if your tweet didn’t “solve” it, you’re a part of it and then get to share in the happiness. Nice job AT&T (and the agency; whoever it was).

  3. This commercial is great. It appeals to me as a women. The idea of connecting to for a common goal is great. It also brings you back to a time when you where a kid and you lost something you loved. I agree if AT &T doesn’t see the value in this commercial they are blind.

  4. I had no idea the guy in this commercial was a celebrity; I liked the commercial because of the little girl finding her dog. Reminds me of a Hallmark commercial…and yes, I did get a lump in my throat. (sniff)

    And on a professional level, yes, AT&T definitely hit a home run on this one. It does show social media at its best. I agree with Susan (above) that since everyone’s involved, they all get to celebrate when the girl finds her dog; they all get to take a part in that joy. Kudos to the agency who produced this one! Well done.

  5. That made me smile all the way from Australia, love it!!!

  6. I don’t watch sports..but have seen this commercial a lot….on cable….mainstream….so kudos to them.

    I had no idea he was a celebrity either….but love the whole concept!

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