Show off Big GIG Energy in AT&T’s GIGillionare Internet Campaign

AT&T and Omnicom team up with BBDO LA to bring back GIGillionaires to launch the next campaign for AT&T Fiber with All-Fi (better and broader-reaching Wi-Fi with no dead zones or slowdowns). Since its launch last year, the 'Live Like a GIGillionaire' campaign had an immediate impact. Born from the brand's belief that connecting changes everything, this year’s campaign shows what happens when you become a GIGillionaire and add some Wi-Fi square footage to your home.

To top what was achieved last year, AT&T set out to achieve an audience-first approach – delivering 15+ hyper-targeted pieces of creative to multiple audiences with highly relevant, bespoke, and meaningful storylines.

From Ken and Ryu from Street Fighter decimating loading wheels with a Hadouken attack (Gamers); to a baseball player using the '!' from like a baseball bat to smash slow Wi-Fi (Sports, just in time for MLB Playoffs); to nosy neighbours gossiping about other neighbours' newly found Big Gig Energy; to a Hispanic GIGillionaire family sharing all corners of their household to their best guests – extended families – each piece of creative was rooted in consumer truths tailored to each of our audiences. 

“While we’re excited to continue the momentum and success with our latest iteration of the AT&T Fiber Gigillionaire campaign, we’re especially proud to introduce a new model for AT&T where our messaging spoke to a variety of audiences who benefit from quality internet differently,” said Lianne Sinclair, assistant vice president of advertising, AT&T. “Multiple audiences, unique custom messaging resulted in greater relevancy and storytelling for our campaign. We expect to see some great traction and results from our new approach.”

“With great Wi-Fi power comes great possibilities. And some great laughs. We're delighted to again spotlight GIGillionaires so they can show us how AT&T Fiber with All-Fi can add some Wi-Fi square footage to their homes and upgrade their lives.”, said Rafael Gonzaga, EVP, executive creative director at BBDO LA. “Our new integrated campaign brings unique insights and creative executions for multiple audience who benefit from quality internet in different and memorable ways.”

The English language ads were directed by Jess Coulter, the rising star female director from O Positive, who also directed the launch of the campaign last year. Digital films were directed by, perhaps, the hottest duo of the moment: Los Perez. All the work takes a radical departure from category conventions doubling down on comedy and optimism to shed light on the way All-Fi helps consumers to 'Live Like a GIGillionaire,' showing relatable enhancements to their in-home experience. For Spanish-language creative AT&T partnered with Mexican-born director Rodrigo Valdes, of Superprime, to create the TV and Social films, leveraging his knowledge of the culture to elevate the work. Additionally, in the Sports spots, we continued to align with the AT&T sponsored Mexican National Team [MNT] showcasing how All-Fi can enhance fandom while also featuring MNT’s legend Luis 'El Matador' Hernández.