Verizon Puts a Spotlight on Its Crews in the Field With New Spot ‘Give It All’

The Community's ad turns 'My Way' into an anthem of hard work in extreme locales

The view from a Verizon maintenance engineer highlights the rugged conditions of the job. Verizon

Phone and Internet usage is something consumers expect and give little thought to…unless something goes wrong.
Verizon salutes its hard-working engineers who ensure it remains “America’s most reliable network” with a 60-second spot, “Give It All.”

Speeding up the iconic Frank Sinatra tune “My Way” to an upbeat tempo, the spot shows the lengths and heights Verizon workers go to maintain network reliability. Employees are seen working at all hours in mud, desert and snowy areas, climbing large towers in extreme climates and becoming the calm after the storm as they reconnect consumers.

“To win it all, we give it all,” closes the ad, created by agency The Community.

“‘My Way’ is the reflection of the spirit and attitude of Verizon and its employees,” says Andrew McKechnie, chief creative officer of Verizon. “Network is a challenging thing for people to understand. It’s an invisible product. As reliable as it is, it’s taken for granted. We’re accustomed to luxuries like internet and phone. We must live up to the ideal.”

Digital and social components accompany the TV ad, which the company says marks the first time the spotlight was placed on actual Verizon employees.

“My Way” is an offshoot of a social campaign—“Best for a Good Reason”—in which Verizon explains what the company does and why.

“It shows the length our engineers go to do their jobs,” McKechnie says. “Climbing towers, trekking through rough terrain to make sure people are connected in the dead of winter. The internal mindset to always do things right. Our mantra is more than just an expression. Thousands of employees every day give their all. To win it all you have to give it all.”


Agency: The Community
Founder & Chief Creative Officer: Joaquin Mollá
Executive Creative Director: Graham McCann
Creative Director: Raphael Franzini
Creative Director: Yoav Attias
ACD / Art Director: Carlos Bedoya
Sr. Copywriter: Rick Abbott
Art Director: David Egan
Art Director: David Segura
Sr. Copywriter: Ryan Nerz
VP, Head of Integrated Production: Laurie Malaga
Lead Production Director: Carlos Gutierrez
Producer: Gus Gomez
VP, Executive Strategy: Julie Liss
Group Strategy Director: Brad Filice
EVP, Managing Director: Benjamin Bittman
VP, Managing Director: Ana Bermúdez
Sr. Brand Lead: Rosemary Rosas
Brand Supervisor: Sarah Silberstein
Sr. Brand Associate: Cosette Martinez
Business Affairs Director: Natalie Greenman
Business Affairs Manager: Daphne Papadopulos

Production: The Makers Lab
Editor: Gary Knight
Assistant Editor: Louis Palacios
Senior Post Production Manager: Sharon Campos
Senior Post Producer: Edwina Lantigua
VFX Supervisor: Nicolas Cragnolino
Senior Audio Engineer: Jeannine Guenther

Music: Human
Executive Producer: James Dean Wells
Producer: Josh Green
Composer(s) / Arranger(s): Thomas Keery & Andy Bloch

Audio Post: Post Human
Producer: Craig Caniglia
Sound Design: Sloan Alexander
Mix Engineer: TJ Dumser

Brand: Verizon
EVP, Chief Marketing Officer: Diego Scotti
SVP, Chief Creative Officer: Andrew McKechnie
VP, Marketing Communications: David Bowen
Marketing Director: Ricardo Aspiazu
Senior Manager, Consumer Creative Marketing: Jordan Liebman
Marketing Communications and Brand Manager: Natalie Connelly

Don't miss the Brandweek Sports Marketing Summit and Upfronts, a live virtual experience Nov. 16-19. Gain insights from leading sports figures on how they navigated a year of upsets and transformation and what's in store for the coming year. Register

Amy Corr is a contributor to Adweek.