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
Filed under: Advertising to Women During Recession, Connecting with Women, Examples of Bad/Good Advertising, Marketing 2.0, Marketing to Women Myths, Social Media, Targeting Women, Women and the Internet