Craig Robinson, best known for his role on The Office, recently surprised fans by announcing on Instagram that he was leaving comedy to start a small business. The announcement was taken seriously by many, including major outlets like Deadline, with people speculating about his career change. However, the big reveal later showed that the announcement was part of a clever marketing campaign rather than a genuine career pivot.
The supposed small business is actually a fictional venture created for a new series of commercials by AT&T Business. The campaign reunites Robinson with several of his Office co-stars, including Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez. Together, they play characters in a humorous storyline centered around launching a startup.
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In the first ad, Robinson introduces a quirky invention: an AI-powered alarm clock called CrAIg, named after himself. The commercial features the former Office cast reacting to the idea and the product’s AI version of Robinson, adding a humorous twist. There’s some playful banter about the clock’s name, but ultimately, the fictional team agrees to pursue it.
AT&T Business has confirmed that this is just the beginning of the campaign. Future ads will continue to follow Robinson and his reunited castmates as they navigate the fictional world of entrepreneurship. The campaign blends nostalgia, comedy, and tech to promote AT&T’s business services in a lighthearted way.