Craig Robinson Joins Office Cast for AT&T AI Alarm Clock Campaign

Craig Robinson's announced retirement from comedy was revealed to be a clever marketing stunt for AT&T Business's new ad campaign, "Wake Up With CrAIg." The campaign features Robinson portraying the fictional CEO of a startup that created 'CrAIg,' an AI-powered alarm clock designed to motivate small business owners, with his own digital likeness and deadpan delivery. The ads reunite several of his former The Office co-stars, including Ellie Kemper, Angela Kinsey, Oscar Nuñez, and Creed Bratton, who participate in a humorous pitch meeting that mirrors the show's iconic workplace comedy style. AT&T designed the campaign to highlight the challenges and support for small businesses while leveraging the nostalgia and chemistry of The Office cast. Despite the faux retirement, Robinson remains active in comedy with a busy tour schedule and upcoming voice roles in films. The campaign is part of a larger, multiyear effort by AT&T to celebrate and connect with small business owners through relatable storytelling featuring beloved cultural icons.