- Craig Robinson headlines "Wake Up with CrAIg: The Movie," premiered June 17, 2026, marking one year since AT&T Business's campaign launched.
- Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez return, joined by Leslie David Baker and comedians Robby Hoffman, Chris Gethard, and Hannah Pilkes.
- The film premiered at Tribeca and at a Los Angeles "blue carpet" event, then closed with a Small Business Appreciation gathering in Downtown LA.
- Created by BBDO, directed by David Shafei, the campaign follows AT&T's 2024 "Sleep with Rain" effort starring Rainn Wilson.
Craig Robinson is back in Office mode, sort of. AT&T Business has released “Wake Up with CrAIg: The Movie,” created by BBDO and directed by David Shafei of World War Seven, marking one year since the launch of the campaign.
The story began in summer 2025 when Robinson “quit comedy” to launch CrAIg, an AI alarm clock built on AT&T’s network, similar to how brands like AT&T previously tapped Kali Uchis for its “Connecting Changes Everything” push.
Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez return for the finale, joined by Leslie David Baker, whose fictional business gets its own wake-up call, plus comedians Robby Hoffman, Chris Gethard, and Hannah Pilkes.
The film premiered at the Tribeca Film Festival in New York City, as well as at a “blue carpet” screening event in Los Angeles, before a Small Business Appreciation event closed out the milestone, echoing telecom rivals’ star-studded plays like Verizon’s Mike Myers, Rob Lowe, Seth Green, and Mindy Sterling “Simplicity Plan” spots.
AT&T Business’s Val Vargas called the campaign “a powerful example of what happens when creativity and culture work together,” noting it spotlights small business owners while showing how AT&T’s connectivity supports them.
Takeaways
This isn’t just a reunion stunt, it’s a full-blown B2B soap opera, and it’s working because AT&T let the story breathe for a year instead of dropping one ad and moving on.
Robinson’s “quitting comedy” bit, the leaked video, the slow-burn business arc, it’s influencer-style serialized marketing wearing a sitcom costume.
The bigger question is whether telecoms have found a new playbook: borrow nostalgia, stretch it across 12 months, and let fans do the promotion by waiting for “what happens next.”
Does Office nostalgia still move the needle for younger small business owners who never watched the original run? Could “Wake Up with CrAIg” outlast its source material the way some ad mascots have?
