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6d ago

Robinson’s Faux Retirement Launches AT&T’s CrAIg Small-Business Campaign

Former Office star Craig Robinson reunites with co-stars to introduce the CrAIg AI alarm clock for a multiyear effort celebrating entrepreneurs.

Craig Robinson performs at The Stress Factory Comedy Club on February 20, 2025 in New Brunswick, New Jersey.

Overview

  • AT&T Business debuted the “Wake Up With CrAIg” spot on July 9 and revealed that Robinson’s retirement announcement was part of the campaign’s launch.
  • The ad features Robinson alongside former The Office co-stars Angela Kinsey, Ellie Kemper, Oscar Nuñez and Creed Bratton.
  • Robinson presents CrAIg as the world’s first AI-powered alarm clock aimed at helping entrepreneurs manage daily challenges.
  • AT&T Business says this rollout marks the beginning of a multiyear initiative to shine a light on the journeys of small-business owners.
  • The new spot nods to last year’s Sleep With Rainn pillow campaign, highlighting the brand’s continued collaboration with The Office alumni to engage small enterprises.