# Spooky Faux Rom-Com Ads AT&T's More Your Thing Ads Features an Unconventional Twist By Ell Smith | Published 2018-10-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/atts-more-your-thing References: [bbdo.nyc](https://www.bbdo.nyc/en/work/5b6ca89ef1e61de604ca6677) & [attsavings](https://www.attsavings.com/lp?kbid=98615&msclkid=a07fe427927b10310146bf9cdab1e05b&utm_source=bing&utm_medium=cpc&utm_campaign=%5BB!%5D%20Tier%202%20-%20AT%26T%20%5BPhrase%5D&utm_term=at%26t&utm_content=at%26t) In an effort to celebrate its customizable and personalized services, At&T's 'More Your Thing' campaign has created a series of 90-second clips that feature a shocking twist. Its most recent ad begins as a conventional romantic-comedy and stars a young woman [running through the airport](https://www.trendhunter.com/trends/spirit-airlines-more-fly) to catch her lover before the plane takes off. The couple embrace and run away together, but the man is met with a sinister surprise when his love fails to answer some of his basic questions, like "how did you get on the plane without a ticket" or "why didn't security stop you?" The sweet woman quickly changes form, turning into a [blood-thirsty monster](https://www.trendhunter.com/trends/market-street-halloween-pizza) as the screen reads "From Rom-Com to Horror, Get Movies and More with [AT&T's](https://www.trendhunter.com/trends/tmobile) Unlimited Plans." ## Trend Insights (Trend Hunter) - Score: 0.4/10 - Popularity: 1% | Activity: 4% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### Key Themes Behind This Trend - **Customizable Marketing:** Companies are exploring ways to personalize marketing efforts for customers. - **Interactive Advertising:** Brands are experimenting with interactive advertising that engage viewers beyond watching a regular ad. - **Subverting Expectations:** Advertisers are subverting conventional ad tropes to create a more memorable impression on viewers. ### Where This Applies - **Telecommunications:** Telecom companies can leverage personalized services to target specific customers more effectively. - **Entertainment:** Content creators can explore more unconventional and surprising storylines in their productions to capture the audience's attention. - **Advertising:** Advertising agencies can rethink conventional advertising practices by embracing new and unexpected storytelling techniques. ## Related on Trend Hunter - [Horror-Themed Phone Campaigns](https://www.trendhunter.com/trends/join-the-flip-side.md) - [Rom-Com Dating App Campaigns](https://www.trendhunter.com/trends/tinder-it-starts-with-a-swipe.md) - [Playful Gen-Z Dating Campaigns](https://www.trendhunter.com/trends/crush-feelings.md) - [Nostalgic Long-Form Infomercials](https://www.trendhunter.com/trends/mint-mobile-mintfomercial.md) - [AI Customer Campaigns](https://www.trendhunter.com/trends/tilly-norwood.md) - [Horror-Inspired Sports Campaigns](https://www.trendhunter.com/trends/scary-good-campaign.md) - [Sunscreen Rom-Com Campaigns](https://www.trendhunter.com/trends/the-one-under-the-sun.md) - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Vampiric Car Commercials](https://www.trendhunter.com/trends/mercedesbenz-immortal-love.md)