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AT&T – The Codes We Live By

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Irreverent and fun, The Codes We Live By spotlights an American styling by highlighting area code rivalries and high-profile basketball teams. 

A short advert for North American phone service, AT&T, in partnership with the NBA, the video is a fun and upbeat celebration of American culture. Basketball teams are so tied to American culture, and African-American culture in particular, and association to a team is often related to the first three numbers of a phone number - the area code. So 212 becomes ubiquitous with Manhattan and the New York Knicks, 713 with southeastern Texas and the Houston Rockets, and 215 with Philly and the 76ers. 

With appearances from personalities like rapper Megan Thee Stallion (713), retired player Magic Johnson (310), podcasters Deseus and Mero (212), and current LA Clippers power forward Paul George (213), the short packs a huge amount of clout in just thirty seconds. With quick edits and fun, in-your-face camera confessions, the piece is exciting to watch. You want to chime in with your own area code, cheer for your own team, rep your code. 

The ad taps into Americana in a clear and direct way, and the creative team headed up by production company, The Corner Shop, has really delivered a short and sweet reminder how Americans find their people. Even with all the ways we can connect with each other there’s no better way in the US to recognize your fellows than by comparing your phone numbers.

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