AT&T has tapped Vice Media to produce a stealth advertising campaign for their mobile products that highlights the Millennial generation and their use of—and obsession with—smartphones.

The telecom giant reached out to Vice because they needed an “authentic” voice to speak to a generation that mostly ignores traditional advertising.

Vice has produced a video and advertising campaign called “The Mobile Movement” that looks more like an original web series than advertising.

According to The New York Times, 15 documentary videos have been produced so far featuring Millennials from six cities, including LA, New York, and Austin.

“Interviewees discuss their creative pursuits and dating, sometimes answering specific questions about their connections to their phones but more often mentioning the devices only incidentally if at all,” writes The Times’ Andrew Adam Newman.

AT&T is officially introducing the campaign at SXSW on Saturday.

The videos are already appearing on the campaign’s Tumblr and YouTube pages.

AT&T will also debut two original web series at the festival in Austin: “The Network Diaries,” which features scripted short stories inspired by mobile technology, and “Upwardly Mobile,” a docu-series on advances in mobile technology and young developers.

Read More: The New York Times

Brief Take: AT&T has reached out to Vice Media to create authentic content aimed at Millennials that doesn’t feel like traditional advertising.

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