Last month, BBDO turned to comedian Dan Finnerty for a March Madness campaign promoting AT&T’s DirecTV service. For the latest in its “The Power of &” campaign for AT&T, which it introduced a year ago, BBDO New York gets a little more serious.
The 30-second broadcast spot “Rise Up” features AT&T sponsored pro-golder Jordan Spieth, but the real star of the ad is veteran Saul Martinez. Martinez tells the story of how he lost his legs in combat but in the process discovered, “that I have no limits.”
Set to the Andra Day song of the same name, the inspirational “Rise Up” shows Martinez golfing with Spieth (and hitting a pretty good drive from the looks of it), concluding with the message, “AT&T is proud to salute veterans with 20,000 jobs by 2020.”
The 60-second “Salute to Service” shows Martinez handily defeating Spieth in a competition to see who can do thirty push-ups the fastest and a behind-the-scenes video further explores their day golfing together. Spieth’s third collaboration with AT&T, the timely effort, like last year’s “The Power of &” launch spot, is timed to coincide with the PGA’s Masters Tournament.
Another spot in the campaign, the 30-second “Kid” looks ahead to the evolution of AT&T’s 5G network via a young boy and his future goggles. Think self-driving cars and VR dinosaurs and you’ve got the idea.
Credits:
Agency: BBDO New York
Client: AT&T Corporate Brand
Title: “Rise Up”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
EVP, Managing Director: Mark Cadman
EVP, Senior Director: Mark Tillinghast
Account Director: Jaimie Donohue
Account Executive: Caroline Main
Group Executive Producer: Julie Collins
Executive Producer: Helene Balzarini
Executive Music Producer: Melissa Chester
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: BOB Industries
Directors: Jonathan Dayton/Valerie Faris
Director of Photography: Corey Water
Exec Producer: TK Knowles
Production Line Producer: Bart Lipton
EDITOR: WAX Editorial
Editor: Stephen Jess
(Covering Editor: Joe Dillingham)
Producer: Annabelle Cuthbert
TELECINE: TBS/Co3
Colorist: Tom Poole
Producer: Alexandra Lubrano
VFX STUDIO: Framestore
Exec Creative Director: Murray Butler
VFX Supervisor: Dez Macleod-Veilleux
VFX Artist: Greg Gaskins
Producer: Sue McNamara
MIXING STUDIO: Heard City
Mixer: Corey Melious
Producer: Sasha Awn
MEDIA: Hearts & Science
President, AT&T: Ralph Pardo
AT&T “Kid AR” Creative Credits
Agency: BBDO New York
Client: AT&T Corporate Brand
Title: “Kid AR – 5G”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Copywriter: Chris Lisick
Art Director: Marc Klein
Managing Director: Mark Cadman
EVP, Senior Director: Mark Tillinghast
Account Director: Jaimie Donohue
Account Executive: Caroline Main
Group Executive Producer: Julie Collins
Executive Producer: Matt Nowak
Executive Music Producer: Melissa Chester
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
PRODUCTION COMPANY: Somesuch x Anonymous Content
DIRECTOR: Daniel Wolfe
FOUNDING PARTNER/EXECUTIVE PRODUCER (Somesuch): Tim Nash
MANAGING DIRECTOR (Anonymous Content): Eric Stern
EXECUTIVE PRODUCER (Somesuch): Nicky Barnes
HEAD OF PRODUCTION: Kerry Haynie
PRODUCER: Lee Groombridge
DIRECTOR OF PHOTOGRAPHY: Tom Townend
EDITORIAL: Trim Editorial
EDITORIAL: Cosmo Street
EDITOR: Dominic Leung
ASSISTANT PRODUCER: Jared Zygarlicke
PRODUCER: Anne Lai
VFX AND FINISHING: The Mill
EXECUTIVE PRODUCER/HEAD OF PRODUCTION: Jeremy Moore
SENIOR PRODUCER: Nirad “Bugs” Russell
VFX SUPERVISORS: Gavin Wellsman, Jasper Kidd
2D LEAD ARTIST: Gavin Wellsman
3D LEAD ARTIST: David Fleet
2D ARTISTS: K Khanna, James Cudahy, Jeen Lee, Kieran Hanrahan, Rob Meade
3D ARTISTS: Adam Dewhirst, Alek Vacura, Alex Allain, Arman Matin, Billy Dangyoon Jang, Eric Chou, Jimmy Gass, Jonathan Muller, Laura Sayan, Lauren Shields, Laurent Giaume, Leela Shanker, Mike Garcia, Murali, Murthy Putrevu, Olivier Varteressian, Rachel Start, Ren Hsien-Hsu, Sathyaraj A, Sendil Kumar, Senthil M, Tim Kim, Weichieh Yu, Xuan Seifert, Ylli Orana
PRODUCTION COORDINATOR: Sophie Mitchell
CONCEPT ARTIST: Sunil Pant
DESIGN: Aran Quinn
MUSIC COMPANY: HUMAN
COMPOSERS: Ed Dunne, Gareth Williams
PRODUCERS: James Wells, Craig Caniglia
SOUND DESIGN: Barking Owl
AUDIO:Heard City
AUDIO ENGINEER: Keith Reynaud, Cory Melious
PRODUCER: Sasha Awn
MEDIA: Hearts & Science
President, AT&T: Ralph Pardo