Some sitcom casts will forever be remembered for their chemistry — Seinfeld, Friends, The Office — so much so that fans have been able to experience mini-reunions over the years in the world of advertising.
For the cast of The Office, the story continues through AT&T.
A handful of castmates from The Office got back together last year for a very Office-like comedy promotion of AT&T Business’ Next Level Network, charting Rainn Wilson’s attempt to make a pillow with speakers that would lull people to sleep with his voice. Being the cast of The Office, things went comically awry.
Now, AT&T Business has brought back many of those who banded together with Wilson for a new venture. Craig Robinson is the inventor this time around, as he “gives up comedy” (according to a post on Instagram) to channel his efforts into an AI alarm clock, which he dubs “CrAIg.” The clock, which features a likeness of Robinson singing a wakeup song, is designed to wake up small business owners through AT&T Business’ fast and reliable internet.
Along for the ride in the Wake Up With Craig campaign, from West BBDO, are Creed Bratton, Angela Kinsey, Oscar Nuñez and Ellie Kemper, who take various roles in CrAIg’s operation.
In the nearly three-minute hero spot, Robinson shares his new idea with his new crew. When he reveals the new clock’s name, more hilarity ensues as both Bratton and Kinsey question the awkward pronunciation. Ultimately, the crew is all in, because who wouldn’t want CrAIg waking you up with good vibes?
Getting the crew back together
Bratton spoke with Campaign, expressing it was a “delight to get to act with my old castmates again.” He added there was tons of laughter on the set during this partial reunion.
“We hadn’t seen each other for a while … but once we started, it was just like riding a bicycle, or getting on a horse. Well, maybe a little easier than getting on a horse,” jokes Bratton.
DirectorDavid Shafei, from World War Seven, who Bratton said was creative and funny on set, encouraged the cast to improvise, with a lot of the improvised lines making it in the final ads. One of those improv moments came as Nuñez and Bratton were filming a moment when Creed brings in a baby, based on Angela’s statement that AT&T Business’ internet is so easy a baby could use it. As Oscar calls Creed into his office, he says Creed cannot bring the baby into work, to which Creed replies, “Well, I’m not firing another baby.”
Bratton states the chemistry between his former Office mates is still there, and that helped fuel a great working environment on the AT&T Business shoot.
“There’s just a camaraderie, relationship, a trust, as it were, that they’re not going to let you down. And I think when you get your ego out of the way as an actor … that is where we serve the story,” says Bratton.
Aside from working with his friends from The Office, Bratton also believes in the product he is selling in these ads. His son started a company years ago called Ricochet360, so he saw the trials and tribulations of starting and running a small business. When he started talking with the AT&T Business people, he knew it was a product he could get behind.
“If you’re a small business owner, you’re going to need the reliability, because you can’t do your job if the mechanics, connecting with these people, are not working. And that’s exactly what they do,” says Bratton.
This campaign isn’t just a one-off moment for AT&T Business — it’s a multi-year movement designed to celebrate the real journeys of small business owners. The power of the sequel allows AT&T Business to build on last year’s success, deepening that connection and showing that B2B marketing can be both memorable and meaningful.
A spokesperson for the company said they wanted to break the mold by bringing beloved cultural icons to the forefront. By casting them as themselves — playing versions of their own entrepreneurial journeys — the company creates authentic, relatable stories that resonate with small business owners.
As for another sequel, Bratton said he would love to work with his castmates again, as well as director Shafei.
“When you’re working with your friends it makes it easy. So I hope we get to do more because I enjoyed it so much,” says Bratton.
Until then, he will continue to work on his musical career. Bratton was in a ’60s folk band called the Grass Roots, and he started his solo recording career in 2003. Since then, he has released 10 solo albums, his latest called Tao Pop, and he is working on an 11th.
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