BBDO and Organic Document ‘Strong Can’ Stories for AT&T

By Erik Oster 

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.



Agency: Organic; BBDO New York; BBDO Atlanta
Client: AT&T
Chief Creative Officer, BBDO Worldwide: David Lubars     
Chief Creative Office, BBDO New York: Greg Hahn                                    
Executive Creative Director, BBDO New York: Matt MacDonald   
Chief Creative Officer, Organic: Chris Kelly
Executive Creative Director, Organic: Paul Kekalos
Creative Director, Organic: Marney Kerr
Copywriter, Organic: Marilyn Manno                                                                                                                   
Creative Director, BBDO New York: Niraj Zaveri
Copywriter, BBDO New York: Justin Lerner
Producer BBDO New York: Jess Jacklin
Project Manager Organic: Abby Berman
Account Director, Organic: Casey Blackwood
Account Supervisor, Organic: Austin Russell
Account Director, BBDO Atlanta: Khari Mpagazehe
Social Editor, BBDO New York: Dave Krugman
Digital/Print Producer, BBDO New York: Courtney Fallow
Production Company: Warhorse
Director: Andrew Wonder
Producer: Alon Simcha                 
Director of Photography: Cameron Michael                                                                                                 
Sound: Max Phillips                                                                                                                                                                                            
Editing House: Wax Editorial                                                                                                                                 
Editor:  Stephen Jess + JasonSager                                                                                                                                                         
Executive Producer: Toni Limpari
Producer: Evan Meeker                                                                                                                             
Music Producer: Melissa Chester                                                                                                                                                                                                                                    
Audio Mix: Sonic Union                                                                                                                                              
Mixer: Mike Marinelli