AT&T’s advertising campaign “It’s not complicated” has gotten positive attention since it first started filming over a year ago. This series of commercials star comedian Beck Bennett along with a group of children. Bennett asks simple questions and the kids respond as kids usually do, without filters. The main concept of this commercial is to portray AT&T’s network and features as simple to understand. To make this point they incorporate children to keep things simple.
When any commercial is made there are always scripted versions as in the case of this commercial. Of course kids can’t stick to a script but they do take some of the ideas and run with them. They have to be guided otherwise they would go off track and the material would not be at all usable. Overall these commercials are funny because they come from a pure and unfiltered place.
The children change every time as well as the topics but they all go back to the central idea that “It’s not complicated.” Bennett asks obvious, simple truth questions and asks for explanations. The kids agree with the obvious questions but always have a quirky, creative explanation as to why. The audience finds these children cute and funny and therefore the commercial gets positive feedback.
This comedy tactic has been proven effective before on Bill Cosby’s show Kids Say the Darndest Things. Bill would ask questions to the kids based on stories they had talked about before the show and then the child would answer. This popular show was known for its comic relief. People enjoy these commercials because they come from a pure place. They remind us of the simplest things. But did it only work for Cosby because it was a form of entertainment, not an advertising strategy? The advertisement part is almost forgotten in these ads because is difficult to relate the message to the bigger picture of the brand itself.
Although these commercials are entertaining and well known, we have to ask ourselves, Is this commercial effective to the point it is trying to make? If this commercial is trying to get some attention from the viewer as well as a chuckle then it is successful, but at the same time they need to get their brand out there as well. The way we do this is a slogan that consumers can associate with a brand and think that is where this commercial campaign fails. Although I have seen many of these commercial I can never seem to remember what they are for. I don’t find simplicity, phone companies and children to all be relatable. In the end I think that this is a light, entertaining commercial that lacks the ability to create an overall picture while also remembering the brand itself.
AT&T. (2013, Febuary 25). AT&T TV Commercial- It’s Not Complicated “Werewolf.” Retrieved from https://www.youtube.com/watchv=l61LjTwME7w&list=SPxgUkHTv XNoYSV9JR0UdjV-YEYaHVYssQAT&T TV
AT&T. (2013, May 1). AT&T It’s Not Complicated Commercials Behind the Scenes. [Video File]. Retrieved from https://www.youtube.com/watch?v=zlXAC5rvnXE&list= SPxgUkHTvXNoYSV9JR0UdjV-YEYaHVYssQ&index=8
Nudd, T. (2013, April 15). How AT&T Got Kids to Make Some of the Year’s Best Ads. Retrieved from http://www.adweek.com/news/advertising-branding/how-att-got-kids-make-some-years-best-ads-148605
Parade. (2013, July 2). Vote for your favorite ‘Its’ Not Complicated’ AT&T Commercial. Retrieved from http://www.parade.com/50770/parade/vote-for-your-favorite-its-not-complicated-att-commercial/