AT&T + Druski 2022 NBA All Star

AT&T set out to develop a strategic talent partnership that would create buzz and excitement around their sponsorship of the 2022 NBA All-Star Game and their pregame concert with Gen Z and Millennial sports enthusiasts. The goal of leveraging relevant talent was to create top of funnel awareness, with KPIS around impressions, views and engagement.
The vision was to develop a funny and entertaining "man on the street" style video, where fans would be interviewed about the upcoming NBA All-Star Game and Pregame concert sponsored by AT&T.
To execute this program, AT&T enlisted talent firm, JITTY, and production company, Oust, to engage comedian/entertainer Druski. Druski would not only be featured as the comedic star of the video, but would also act as the Creative Director, ensuring that the development and delivery of the content felt authentic to both Druski and AT&T. Under the creative direction of Druski, the chosen visual and comedic elements played a crucial role in bringing the concept to life and captivating the audience.
As a result, the strategy demonstrated a keen awareness of how content can effectively educate, engage, and entertain audiences. The video went viral instantly, generating over 5 million video views and 400,000+ engagements. Furthermore, it was shared organically by viewers over 75,000 times. The video received praise from fans, showcasing the content’s relevance.
• AT&T smart for sponsoring druski honestly
• I’m switching to AT&T Fck it!
• Nah this might be one of the best ads I ever seen
• Watched this 3x lmaoo
• This the best AT&T commercial they ever shot
• Best AT&T Commercial Ever @att
The partnership between Druski and AT&T resulted in both brand and cultural relevance and audience entertainment..