iPhone/AT&T - Just OK Celeb Jobs

An iconic celebrity? In a regular job? Isn’t that a just OK of his or her essential talent? Yes—it’s like having an amazing iPhone, on a network that isn’t AT&T. An absolutely bulletproof strategic structure, and endless creative potential. By all rights this should have been our Snickers You’re Not You When You’re Hungry campaign. We had a million ideas.

This elegantly simple extension of AT&T’s “Just OK Is Not OK” campaign had to secure signoff from Apple and Samsung (which got non-celeb iterations) at near-highest levels. It even got online buzz. But after this, and a spot with Steve Harvey hosting Bingo Night, it collapsed under its own weight and general decision paralysis.

C’est la advertising vie.

Brilliant scripts the world was denied:

Lebron James, Dishwasher Regional Sales Manager (“Isn’t that a just OK use of your ability to lead a team to greatness?”)

Danny Trejo, Benihana Chef (“Isn’t that a just OK use of your knife skills?”)

DJ Khaled, Fundraising Car Wash Organizer (“Isn’t that a just OK use of your ability to self-promote?”)

Randy Jackson, School Science Fair Judge (“Isn’t that a just OK use of your ability to identify young talent?”)

Marie Kondo, Target Fitting Room Attendant (“Isn’t that a just OK use of your folding efficiency?”)

Stevie Wonder, Ballpark Organist (“Isn’t that a just OK use of your musical genius?”)

John Malkovich, Puppy Trainer (“Isn’t that a just OK use of your intensity?”)

Jackie Chan, Home Depot Lumber Department Attendant (“Isn’t that a just OK use of your board breaking?”)

David Letterman, Mall Santa (“Isn’t that a just OK use of your conversational skills and beard?”)

(and yes, we got a version with him saying fuck off…)