AT&T spots let creative kids "go a bit weird"

03/25/2013 | Advertising Age (tiered subscription model)

BBDO Atlanta's commercials for AT&T's "It's not complicated" campaign have become a sensation by unleashing the imagination of the first-grader, writes Ann-Christine Diaz. The team rolled out a variation for the NCAA basketball tournament where a little girl's example of doing two things at once becomes a discussion about the "pickle roll." The spots are scripted as a backup to guided improv, but the spontaneous material is always best, the spots' creatives say. "I've found it's best to let things go a bit weird before butting in," says Jorma Taccone, the commercial's director.

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