AT&T’s New ‘It Can Wait’ Ad Tells the Quietly Tragic Story of a Would-Be Football Star

What Fletcher Cleaves lost

"Fletcher's Drive" is the latest entry in AT&T's "It Can Wait" campaign, which warns against texting, web-surfing, emailing and other forms of potentially dangerous smartphone use while driving. ESPN CreativeWorks, the cable network's in-house agency, crafted the six-minute film, which focuses on former high-school football star Fletcher Cleaves. Six years ago, as Cleaves was preparing to attend Lambuth University on a gridiron scholarship, his life was tragically altered when he was paralyzed from the chest down as the result of an automobile crash.

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.