1. Concept: The central concept of the campaign is to emphasize the superiority of AT&T's network and services compared to the competition. It conveys the message that customers should expect more than just mediocre or "okay" wireless service.

2. Comedic Approach: The campaign uses humor as a key element. It presents scenarios where "just okay" performance in various situations would be completely unacceptable. These scenarios are often exaggerated for comedic effect.

3. TV Commercials: The campaign primarily consists of television commercials that feature humorous situations where "just okay" would lead to undesirable consequences. These scenarios did include situations like a "just okay" surgeon or a "just okay" pilot.

4. Catchphrase: The catchphrase "Just OK Is Not OK" is prominently featured in the commercials and serves as a memorable and straightforward way to convey the message.

5. Relatability: The campaign aims to make the message relatable to viewers by highlighting everyday situations where settling for mediocrity would be unthinkable, thus encouraging viewers to apply the same standard to their wireless service.

6. Brand Messaging: In addition to promoting the network's reliability, the campaign reinforces AT&T's commitment to providing high-quality wireless services and ensuring customer satisfaction.

7. Competitive Differentiation: The campaign positions AT&T as a provider that goes beyond "just okay" and offers a superior network experience compared to its competitors.

8. Impact: "Just OK Is Not OK" has been a successful and memorable campaign, effectively communicating AT&T's message about the importance of high-quality wireless service. It has contributed to the brand's visibility and recognition in the telecommunications industry.