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In a category obsessed with speed and bandwidth, PETERMAYER and Quantum Fiber took a deeper look at what actually got people excited about their internet carrier. Turns out, it wasn’t either of those. It was what you could do with all that speed and bandwidth. Hence, “Yay to You,” a campaign celebrating you and all the things that make you worth celebrating. After launching in 2025, “Yay to You” drove a 24% increase in branded search volume and 14% growth in awareness.
Now in year two, we’ve expanded the idea to celebrate not just what you can do, but all the connections you make when you do you. Yes, that’s a lot of “yous.” And now there are even more. Because “Yay to You” became “Yay to You, and You, and You, Too.”
The expansion includes two new video spots, centering on moments of colorful family connection. These stories will extend across digital, social, and programmatic placements across 11 states.
Kristy Baird: VP, Brand Director
Kelly Mullinax: Group Brand Director
Hezekiah McCaskill: Strategy + Research Director
Tom Adams: Lead Creative Director, Copy
Tony Calcao: Lead Art Direction
Debbie Koppman: Executive Producer
Caitlin Condy: Director of Project Management
Production Company: TUF Films (Bunker)
Director: Jason Farrand
Editorial: Cosmos Street
PETERMAYER and Quantum Fiber from AT&T add new chapter to successful "Yay to You" campaign
After growing awareness for the AT&T fiber brand in 2025, Quantum Fiber's "Yay to You" returns with a message of connectivity.
PETERMAYER and Quantum Fiber from AT&T add new chapter to successful "Yay to You" campaign
After growing awareness for the AT&T fiber brand in 2025, Quantum Fiber's "Yay to You" returns with a message of connectivity.
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