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Adweek

How AT&T Got Kids to Make Some of the Year's Best Ads

April 16, 2013

IDEA: Bigger. Faster. More. You know you have strong product benefits when they can be boiled down to simple value propositions even kids can appreciate. Children, and simplicity, are at the core of BBDO's classic-inthe- making "It's not complicated" campaign for AT&T—touting the size and speed of the carrier's network and other benefits. Prompted, and in many ways wrangled, by actor and comedian Beck Bennett, children answer the simplest of (unbranded) questions in a dozen ads and counting. What's better: Bigger or smaller? Faster or slower? More or less? The kids answer oddly, sweetly, hilariously—turning out charming, comic spots from what was always

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