ATT would like viewers to know that it enables its users to escape into their favorite video fantasy whenever they want, wherever they are. Rather than simply explaining that advantage, ATT gives viewers a sample of what it feels like.
People want more than a capability. They want an experience. Viewers can easily imagine escaping into Rocky, Cheers, Seinfeld and Game of Thrones. ATT taps into that imagination by vicariously placing them, via the protagonist and his smart phone, into their favorite worlds with the swipe of a finger.
A capability is a rational a pathway to future reward. An experience is immediate, emotional, and more powerfully persuasive.
The ad is a pleasure to watch as viewers eagerly await the next world to be entered and participate in the message by solving the audio and visual clues to identify each world.
If you enjoy escaping into video content, the ad transforms the experience of choosing ATT.