AT&T's 'Student' Clip Gets an 'A'

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NEW YORK “Philawara-
pragacago.” That might just be my new favorite word, courtesy of “Student,'” one of six inventive new spots from BBDO’s latest AT&T campaign, “Your seamless world.” The work was directed by film prodigy Wes Anderson of The Royal Tenenbaums fame. Characteristically, each of the commercials overflows with clever verbiage and imagery. Each features a mobile phone user talking about his or her incredibly busy, interactive, mixed-up life. In “Student,” for example, the kid in the blue Blazer (an Anderson self-reference to Rushmore) explains that he grew up in Philadelphia, goes to school in Delaware, has a brother in Prague and bunch of friends in Chicago, “So I need a network that works where I live,” he says, which sounds pretty typical for a college kid.

AW+

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