BBDO NY and Joe Montana Stay Strong for AT&T

By Patrick Coffee 

In a campaign scheduled to culminate with tonight’s first-ever College Football Championship, BBDO New York focuses on a single fact for client AT&T: the provider offers customers “the nation’s strongest LTE signal.”

This is not a new claim from AT&T, which began promoting the superiority of its LTE systems over a year ago and now states that its LTE “footprint” is larger than all of its competitors’.

But the “strength” concept did allow the agency to riff on a theme with the help of four retired football legends. In the first spot, “Mental Strength,” Herschel Walker pulls a Jedi mind trick on Doug Flutie:


The second spot rearranges the group to put another veteran in the hot seat.

In “Trophies,” Joe Montana more than maintains his own strength in the face of challenges from three famous Heisman winners:

The third ad in the series, which debuted earlier this month during the playoffs, again focuses on Montana in a battle of strength among team mascots:

According to Little Black Book Online, the campaign ends tonight with the championship game.


Agency: BBDO New York

Client: AT&T

Title(s): “Mental Strength”, “Trophies”


Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Matt MacDonald

SR. Creative Director: Rob Munk

SR. Creative Director: Mark Voehringer

Copywriter: Donnell Johnson

Art Director: Jeff Church

Group Executive Producer: Diane Hill

Music Producer: Melissa Chester

Group Account Director: Lesley Brown

Account Supervisor: Andrew Woodruff


Production Company: Caviar

Executive Producer: Michael Sagol

Director: Jorma Taccone

Director of Photography: Jody Lee Lipes

Line Producer: BP Cooper


Edit Company: Mackenzie Cutler

Editor: Erik Laroi

Assistant Editor: Brendan Hogan

Producer: Esme Wright

Executive Producer: Sasha Hirschfield


Post Finish: Schmigital

Artist: Jimmy


Mix House: Heard City

Mixer: Philip Loeb


Sound Designer: Sam Shaffer