1. Simplicity: The campaign's central message is that AT&T offers straightforward and uncomplicated wireless solutions. It aims to convey that AT&T understands the needs of its customers and provides easy-to-understand options.

2. Humor: The commercials are known for their humor, often relying on the candid and innocent responses of the children to create comedic situations. This humor helps make the brand and its messages memorable.

3. Child Spokespersons: The spokesperson, often portrayed by Beck Bennett, interacts with a group of children who respond to his questions and prompts. The children's responses are typically straightforward and simple, emphasizing the campaign's theme of simplicity.

4. Comparisons: The spokesperson often asks questions like "Is bigger better?" or "Is more better than less?" and the children respond with humorous and simplistic comparisons that highlight AT&T's advantages over competitors.

5. Clear Messaging: While the commercials use humor, they still convey key messages about AT&T's network coverage, reliability, and offerings. The simplicity of the children's responses reinforces the clarity of AT&T's offerings.

6. Variety of Scenarios: The campaign features a variety of scenarios and situations, showcasing different aspects of AT&T's services, such as network speed, data plans, and coverage.

7. Cultural Impact: "It's Not Complicated" became a cultural phenomenon, and the commercials were widely discussed and parodied. The simplicity and humor of the campaign made it relatable to a broad audience.

8. Continued Use: AT&T used the "It's Not Complicated" campaign for several years, demonstrating its effectiveness and staying power as a marketing message.

9. Competitive Edge: The campaign aimed to position AT&T as a straightforward and customer-focused wireless provider, setting it apart from competitors.

10. Audience Engagement: The campaign encouraged audience engagement and discussions about AT&T's offerings, contributing to brand awareness and customer consideration.