Craig Robinson announced earlier this month that he was retiring from comedy, only to later reveal it was an elaborate prank tied to an AT&T marketing campaign. The actor, best known for his role on The Office, said the ruse was so convincing that it even deceived close family members and friends.
Robinson appeared at Entertainment Weekly’s San Diego Comic-Con Studio alongside his The Bad Guys 2 castmates and confirmed that the joke fooled many people in his life. When asked whether anyone believed his retirement claim, he replied, “A thousand percent. Everybody.”
The Personal Impact of Robinson’s Prank
Robinson recalled how his own father reacted to the news, saying,
“My father was like, ‘What’s this going on?’ I was like, ‘I’ll call you back, Dad.’ ‘Cause I didn’t wanna tell him.”
He then made clear he was not stepping away from comedy, announcing, “I’m not quitting. I’m back!” and added,
“You’re welcome. Yes, Dad. Dad, I’m still in comedy.”
Cast Reactions to the Comedy Retirement Hoax
The Bad Guys 2 co-star Marc Maron jokingly asked Robinson how it felt to have a day off, to which Robinson explained that he actually maintained the lie for about ten days. Fellow cast member Natasha Lyonne humorously questioned the premise, saying,
“What you’re saying is, it was a joke?”
Robinson described the experience as “a nice, relaxing” one, calling it
“a re-shift in focus.”
The Marketing Campaign Behind the Prank
The comedian initially said he was quitting comedy to pursue something bigger, hinting at starting a small business—a claim met with skepticism since he had live shows scheduled through 2025. Robinson later revealed the ruse culminated in an AT&T Business commercial featuring a reunion with Office co-stars Ellie Kemper, Angela Kinsey, Creed Bratton, and Oscar Nuñez.
In the ad, Robinson introduces CraigAI (pronounced “CrAIg”), an AI-powered alarm clock designed to help small businesses start their day. This creative campaign was part of the promotional push for The Bad Guys 2, a film co-starring Sam Rockwell, Anthony Ramos, Awkwafina, Danielle Brooks, Maria Bakalova, and Zazie Beetz, set to hit theaters on August 1.
Significance and What to Expect Next
Robinson’s quitting comedy ruse successfully captured public attention by blending humor with marketing in an unexpected way, demonstrating the power of storytelling in brand campaigns. His return to comedy ensures fans will continue to see him in upcoming projects, while the AT&T collaboration highlights innovative uses of celebrity-led content in business advertising.
