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BBDO and AT&T have delivered another powerful offering in the "It Can Wait" ad series. But while last year's "Close to Home" took its time setting up the board—showing us the different people who eventually collide at ground zero of a neighborhood car crash—"The Unseen" goes in a more supernatural direction.
To fully appreciate the 3:37 film, it helps to watch the 30-second version first. Without context, it feels almost like a ghost story, the kind you're told about some mysterious road where, at night, a spectre lures people into accidents.