Exit’s Mark Molloy directs The Office stars in TVC to show off what AT&T can do for small business
Exit director Mark Molloy has lent his sharp wit and creative flair to AT&T. The Omnicom campaign led by BBDO LA, brings The Office team together for AT&T Business, that taps into the remarkable popularity of the Office. The campaign also features a Molloy and Molloy reunion. Aussie expat creative director Jordy Molloy, worked with brother Mark on the campaign.
In the campaign Rainn Wilson (The Office’s Dwain Schrute) wants to start a small business ‘Dream with Rainn‘ with the product, the ‘Sleep With Rain’ pillow that “may just bring about world peace” by bringing more sleep to the world. The idea of the pillow with Wilson’s voice came to him because “for years, my voice has been putting people to sleep”. That even includes his mother.
His pals from the The Office, Jenna Fischer (Pam Beesly) and Craig Robinson (Darryl Philbin), Brian Baumgartner (Kevin Malone), Kate Flannery (Meredith Palmer) and Creed Bratton agree to help, albeit some with reluctance. Of course, chaos follows. And that’s the point of the campaign. Small business comes with challenges.
The so humorous 6.19 minute film aims to broaden AT&T’s appeal by showing it can help with hiring talent, launching a website, building a social media presence, selecting an internet provider, and establishing roles and responsibilities within their team.
The strategic idea is very smart. The Office is hugely popular. It accumulated 57.1 billion minutes of viewership on Netflix in 2020, even after it concluded its NBC run in 2013 and is now being streamed on Peacock. Amping up the chances of an all-time favourite campaign, the teaser was launched during CBS’s Sunday coverage of the Masters, and Wilson has launched a LinkedIn account for his new brand, where shares his struggles in putting together a team, designing a logo and drawing customers to his company’s site.
The campaign was teased on YouTube… as well as Twitter and Instagram.
Mark Molloy is the comedic genius behind Apple’s famous Underdogs’ series and the ‘so funny because it’s true’ tale, This is Telstra Country, in Australia. Jordy Molloy spent the first four years of his career at DDB in Australia before joining Anomaly and adam&eve DDB New York. At adam&eveDDB New York, he led creative on Miller Coors, Pepsi and TJ Maxx before going freelance, working with Wieden & Kennedy, R/GA and BBDO.
Mark Molloy is back on board for commercials in August. For all enquiries, contact Exit executive producer Leah Churchill-Brown.
Production Company: SMUGGLER
Mark Molloy, Director
Patrick Milling-Smith, Brian Carmody, Sue Yeon Ahn, Executive Producers
Alex Hughes, Head of Production
Kristin Porter, Producer
Chad “Frenchie” Alburtis, Production Supervisor
Darby Pearson, Commercial Coordinator
Adam Feil, 1st AD
Adam Arkapaw, Director of Photography
Quito Cooksey, Production Designer
Michelle Martini, Key Costumer