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Sleeper Cell Phone

The full Nation-saving power of a mobile phone.

Why does it matter
  1. TV Joe says: less commercials, more movies!
  2. Marketing John says: less commercials, more product placement!

The more ad agencies get involved in a project, the less advertising is going to come out of it.

No matter how counterintuitive this may seem, it’s exactly what happened with the latest AT&T Campaign.

Fundamentally, agencies BBDO, North Kingdom and Monterosa joined minds and forcefields for a multi-platform, 360 initiative for AT&T’s “Rethink Possible” core campaign, and what they ended up with is a piece of TV Art.

The entire current season of Tim Kring’s Touch is through and through wired to AT&T’s latest products and solutions in a discreet, light, yet catchy way.

Daybreak’s 6 episodes can be viewed either traditionally or via two links pointing to a goldmine of exclusive content, including an iPhone app: and
Product placement, all in all, is about placing the brand in the right place: behind the show, and not blatantly in front of it.

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