Verizon brings back ‘The Office’ stars for a captivating business proposal

Article Brief:

AT&T has brought together several actors from “The Office” to promote a platform and network targeted at small businesses, according to a news release. 

New commercials feature actor Rainn Wilson, known for his role as Dwight Schrute on the sitcom, as he launches a new sleep aid product. Joining him in the chaotic Dream with Rainn venture are former castmates Jenna Fischer, Craig Robinson, Creed Bratton, Kate Flannery, and Brian Baumgartner.

Wilson gave fans a sneak peek of the project on LinkedIn and Instagram before the official commercial was revealed during the final round of the Masters Tournament last weekend. The full campaign was launched on Wednesday with a long-form video tailored for dedicated fans of "The Office," a beloved series.

AT&T Business Campaign Featuring Dunder Mifflin Cast Members

AT&T Business is showcasing how its services can support aspiring entrepreneurs in bringing their ideas to life, no matter how unconventional or poorly managed. To connect with fans of “The Office” without directly mentioning the show, AT&T Business has partnered with key cast members from the fictional Dunder Mifflin Paper Company. The campaign was developed by an integrated Omnicom team consisting of BBDO, Critical Mass, Hearts & Science, and Ketchum.

"The Office" ended in the U.S. more than ten years ago, but it continues to be popular in the age of streaming. The show has a loyal fan base and could also attract a niche audience in the business-to-business (B2B) sector. In "Sleep with Rainn," the actors from the sitcom portray slightly altered versions of themselves that are reminiscent of their characters from the show.

Wilson, much like Dwight, has a strong personality and is focused on unconventional ideas. He is passionate about a business venture that he believes has the potential to change the world and bring global peace. His idea involves a pillow with built-in speakers that play his soothing voice to help people fall asleep, a skill he prides himself on. Despite the unconventional nature of the venture, AT&T Business’ Next Level Network ensures reliable connectivity.

AT&T utilized social media and digital platforms to generate interest leading up to a big reveal at the Masters golf tournament last Sunday. They made use of LinkedIn, a popular B2B networking site, to create a profile for Wilson as the founder and CEO of Dream with Rainn. The marketing campaign includes a humorous 6-minute video that aims to capture the comedic essence of "The Office."

Other marketers are creating buzz by having real celebrities take on vibrant public personas. Just before a Super Bowl commercial, actor Michael Cera pretended to be linked to the CeraVe brand, joking that he was the genius behind the L'Oréal-owned cream.

Editor's P/S:

The AT&T Business campaign featuring cast members from "The Office" is a clever and nostalgic way to connect with the show's loyal fanbase and promote its services to small businesses. By tapping into the iconic characters and comedic moments from the beloved sitcom, AT&T is able to create a memorable and engaging campaign that resonates with both B2B and general audiences. The use of social media and digital platforms to generate interest and create a buzz around the campaign demonstrates a savvy understanding of how to reach target audiences in today's digital age.

The campaign also showcases the growing trend of celebrities partnering with brands to create more authentic and engaging marketing initiatives. By having real celebrities portray slightly altered versions of themselves that are reminiscent of their iconic characters, AT&T is able to leverage the actors' established personalities and fan connections to create a more relatable and entertaining experience for consumers. This approach not only helps to generate buzz and interest but also allows brands to tap into the trust and credibility that consumers have with their favorite celebrities.