BBDO and Organic continued their ongoing “Strong Can” docu-series for AT&T with a new spot focusing on the Marine Animal Rescue Society and its founder, Cris Hadjez.
Unlike many “branded documentary films,” the ad doesn’t overstay its welcome, managing to tell its story in under a minute. In that time, it gives viewers an idea of what Hadjez’s volunteer Marine Animal Rescue Society does, as well as tying the story to the strength of AT&T’s networks.
Early on in the ad, Hadjez says, “When you get that alert, a strong network is critical,” cluing the viewer in to the fact that the subsequent action is aided by AT&T. It’s a good example of how to pull off the branded documentary approach, both in its brevity and its ability to relate to the brand without being heavy-handed. Hopefully some other brands, still making five-minute long epics, will take a cue from the approach and realize they can say as much without the excessive run-time.
Previous entries in the series also stick to a shorter format, with the longest clocking in around 90 seconds. These past efforts have dealt with a dairy farmer who wonders how previous generations managed and the story of pediatric heart surgeon Dr. Steve Bibevski. We’ve included both spots below.