AT&T: Just OK Cooking

For US Hispanics, traditional dishes are a way of keeping our cultures alive. This insight makes us quite particular when others attempt to cook our dishes. This understanding aligns well with AT&T’s JUST OK IS NOT OK campaign.

For social, we created cooking videos in the style of Tasty to showcase "not OK" versions of classic Hispanic recipes, such as Ceviche made with canned tuna. In the TV/OLV spot, a couple enrolls in a paella cooking class to impress the in-laws. Unfortunately, they got Chef Jeff, who was substituting for the usual master chef. Jeff's swap of the paella pan for a rice cooker tells the couple they won't get the class they signed up for.

Together, the campaign parallels the idea that cooking classes and recipes, like your network, shouldn't be just OK. Audience: Ambicultural and Hispanic consumers. Role: Associate Creative Direction / Art Direction