With small business confidence at record lows, AT&T Business knew we couldn’t run a typical B2B campaign. Instead, we launched a completely new business led by a group of people who have a history of running a terrible business (The Office). The missing piece: AT&T Business. We tapped into business decision-makers’ sleep deprivation behavior to create our product: a talking pillow, designed to help people sleep, with Rainn Wilson’s voice. When the hype about the new company run by Rainn Wilson, Jenna Fischer, Craig Robinson, Brian Baumgartner, Kate Flannery, and Creed Bratton was at its peak, we dropped our 6-minute episode showing the struggles and anxieties of ‘Launch Day’ — the same that business owners face every day. And how AT&T Business can have their backs and give them the confidence that, when it comes to connectivity, AT&T can help anyone succeed.