REAL CONNECTIONS
Connection means more than a strong signal.
This is what happens when your connection
helps you truly connect.
Our lives are optimized for constant connection, yet most interactions
are anything but. As a network built on connection, AT&T wanted to stand
for something more than faster speeds and wider coverage, but the true
power of their connection: enabling deeper, more human relationships.
Real Connections shifts the spotlight from technology to emotion, featuring
real families, real stories and real conversations that remind us why a
meaningful connection is worth it.
Debuting during the The Masters Tournament, the launch film follows aspiring pro golfer Mike Massey Jr. and his grandfather Orlando. At the ripe age of 88, Orlando can’t physically walk the course anymore, although he can still be there for every shot, thanks to AT&T. Using AT&T’s network, Mike streams his round live using smart glasses, letting his grandfather experience each moment in real time and giving him a front-row seat to something he thought he’d never feel again.
One of several follow-up films in the campaign is set in a place where doomscrolling is muscle memory: the backseat of an Uber. Studies have shown that endless scrolling can actually increase anxiety, so instead, riders were encouraged to resist that behavior and call a friend. Featuring real people and unscripted conversations, the film captures how a quick call can turn a quiet, isolating moment into something rehabilitating and human.
