The Office star Craig Robinson retirement from comedy turns out to be a publicity stunt

Fans of The Office did a double-take last week when Craig Robinson, best known for playing the laid-back, piano-loving warehouse foreman Darryl Philbin, announced he was quitting comedy. The actor posted a seemingly sincere video on Instagram revealing that he was leaving showbiz behind to start a small business. Cue the collective heartbreak, confusion, and, yes, a few suspicious raised eyebrows.

Well, turns out those eyebrows were onto something. The "retirement" wasn’t a farewell — it was a setup. Robinson’s announcement was part of a new AT&T Business ad campaign, one that doubles as a hilarious fake-out and a mini-reunion for The Office cast. Not only is he not quitting comedy — he is doubling down on it in a very 2025 way.

The campaign features Robinson as the head of a fictional tech startup, pitching an AI-powered alarm clock called “CrAIg.” Joining him in this corporate comedy caper? Familiar faces from Dunder Mifflin: Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez. Suddenly, it feels like Scranton’s favorite misfits are back, just with a different kind of office.

CrAIg and company: When The Office meets AI

In the first commercial, Robinson gathers his old Office buddies — now his "business partners" — to unveil his brilliant new invention: An AI alarm clock that features his own voice and digital likeness. The product, called CrAIg, is pitched with the kind of awkward, overconfident flair that wouldn’t feel out of place in a Michael Scott sales presentation. The confused reactions from his team make it all the more perfect.

The tone is pure Office — awkward silences, deadpan expressions, and just the right amount of absurdity. Instead of pushing paper, this version of the crew is pushing a tech product that no one asked for but everyone kind of wants. The chemistry is still there, even outside the walls of Dunder Mifflin, and the ad cleverly taps into the show's timeless charm to sell something decidedly modern.

The Office legacy lives on — through ads, of all things

AT&T Business pulled a masterstroke by turning Robinson’s fake exit into a viral marketing moment, but the real genius lies in how it leans on The Office's enduring legacy. Over a decade since the show ended, the cast still holds massive appeal — and seeing them back together, even in a commercial, is the kind of nostalgic magic that money can’t usually buy. Except this time, it did.

More than just a one-off gag, the campaign promises to follow Robinson’s fictional business journey in future ads, keeping the door open for more Office-style antics. It's a modern twist on the reunion idea: not a reboot, not a spinoff, but something unexpected — and oddly delightful. And hey, if CrAIg ever becomes a real product, count us in — just as long as it doesn’t wake us up with “Dundie” speeches.

Trending

Keep reading Soap Central for more information.

×

Was this article helpful?

Thank You for feedback