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

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.” [kickout id="1"] 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.” CREDITS: 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