AT&T goes ultra-geeky with its new ad campaign

AT&T(s t) is preparing to do an about-face in its advertising strategy. Instead of the “it’s not complicated” campaign, which features actor Beck Bennett arguing the virtues of AT&T’s network with children, AT&T’s new ads pretty much take an “in fact, it’s really complicated” attitude.

The new ad campaign, which was first reported by AdAge, feature a pair of field-service technicians fine-tuning some of the more arcane elements of AT&T’s network while interacting with everyday people. In one, they’re installing a small cell, a tiny base station designed to boost capacity in high-demand areas indoors and out — or as the more straitlaced engineer explains to a building employee, “It means you’ll be able to post from the break room.”

In another ad, the duo are configuring a distributed antenna system (DAS), which divides up a cell’s capacity among several nodes, bringing coverage into all of the nooks and…