How AT&T's children interview spots stay fresh

The deadpan interviewer in AT&T's "It's not complicated" campaign, played by Beck Bennett, is being credited with the ads' continued success even as they run continually on TV. "His tone is deferential and his comedic timing is awesome; the whole construct works," said David Christopher, chief marketing officer at AT&T Mobility. The ads are part of a $504 million spend by AT&T in the first quarter of 2013, according to Kantar.

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