You can tire of children.
And anyway, how are kids really going to persuade people that your network is wonderful -- or at least a little better than it used to be?
AT&T has therefore retired its cute kiddies who sit in a classroom and talk nonsense, in favor of the one thing that can offer you sense about your network: nerdy engineers.
To coincide with your coming temporary obsession with college basketball, the company is releasing a new campaign, featuring two (slightly) charming AT&T engineers. (Played by actors, of course.)
In one ad, we see our heroes helping an office improve its network.
More importantly, we hear one of them utter this to a lovely office employee: "Did it hurt when you fell from heaven?"
You see, engineers can fix technological things, but they're still a touch shaky about human affairs.
It will come in time. Yes, just like AT&T not letting my calls drop has (largely) come in time.
Another ad in this series shows our intrepid, caring duo being quizzed on their presence at a rock concert.
They're clearly fiddling with something. So a long-haired dude and his perhaps bride-to-be approach gingerly, only to be told that these men from AT&T are checking the distributed antenna system.
When the rocker asks if AT&T is hiring, the perhaps slightly condescending engineer says: "Do you know how to optimize a 9-beam multi-beam antenna system?"
This all reminds me of conversations with my engineer friend George who believes that I come from a planet he'd never like to visit.
The roots of the campaign lie, as AdAge reports, in people's sudden fascination with how networks work. Or don't.
These ads aren't without their charm. I hope that, in future episodes, the engineers' personal lives will be fully developed, so that we can see if they really do go on dates wearing Google Glass.