BBDO launched a new campaign for AT&T with the 60-second spot “Your Network,” which celebrates the history of the network as well as its current offerings.
The spot opens with a man speaking into an early telephone, saying, “Mr. Watson, come here, I want to see you.” The voiceover begins with the line “It started with a single connection” as the ad traces the development of the network from birth, to growth across the nation, to the realization that the network was “not a fad or a luxury, but a basic human necessity.” Now, according to the ad, AT&T’s network is built “just for you” as the ad highlights a variety of offerings from basic home and business coverage to “connected cars and connected homes” making increased use of the Internet of Things. It’s an ambitious approach, simultaneously looking back at the history of the network and its future evolution as “a network that is invented and reinvented everyday to work for you, how and where you need it” as it increases its focus on personalization, ending with a symbolic shot of a fingerprint that transforms into the AT&T logo. The spot makes its broadcast debut tonight during the College Football Championship and will be supported by marketing initiatives on a variety of platforms.
“AT&T is dramatically turning itself into an integrated carrier,” AT&T Mobility CMO David Christopher told AdAge. “This campaign is emblematic of the transition AT&T is making and we wanted to talk about all the things we’re doing to make people’s lives better.”
Credits
Agency: BBDO New York and Atlanta
Client: AT&T
Chief Creative Officer Worldwide: David Lubars
Chief Creative Officer New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Group Creative Director: Rob Munk
Group Creative Director: Mark Voehringer
Associate Creative Director: Allison Baker
Senior Copywriter: Farley Katz
Junior Art Director: Kristin Clark
Junior Copywriter: Matt Low
Head of Integrated Production: Dave Rolfe
Group Executive Producer: Julie Collins
Executive Producer: Dan Blaney
Music Producer: Melissa Chester
Managing Director: Doug Walker
Group Account Director: Lesley Brown
Account Director: Khari Mpagazehe
Account Supervisor: Andrew Woodruff
Account Executive: Jenn Wang
Assistant Account Executive: Courtney Emery
Production Company: Anonymous Content
Director: Frederic Panchon
Director of Photography: Chris Blauvelt
Executive Producer: Eric Stern
Line Producer: Bridgitte Pugh
Production Designer: Richard Bridgland
1st Assistant Director: Todd Thompson
Wardrobe Stylist: April Napier
Sound Designer: Brian Emrich
Composer: Alexandre Desplat
Track Title of Original Score: “Circles”
Audio House: Sonic Union
Mixer: Steve Rosen
Visual Effects: The Mill
VFX Supervisor: Gavin Wellsman
Senior Executive Producer, Head of Production: Sean Costelloe
Senior Producer: Bugs Russell
Finishing Producer: Mike Pullan
Color: Fergus Mccall
Color Assist: Nate Seymour
Color Producer: Natalie Westerfield
Shoot Supervisor: Gavin Wellsman, Mark Youngren
Lead Flame: Gavin Wellsman
Flame: Jimmy Bullard, Christoph Schroer, Chris Sonia,
Theo Maniatis, Brandon Danowski, Kieren Hanrahan
CG: Andres Egugiren, Yong Chan Kim, Corey Langelotti, Taner Besen
Design: Testsuro Mise, Damien Bastelica
Editing Company: Work Editorial
Editor: Neil Smith
Executive Producer: Erica Thompson
Motion Graphics: Squad47