Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
"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.
"All I saw was the glow from the phone on the other driver's face," he says in the video.
It's a chilling detail in a production that follows Cleaves via home-movie footage and re-enactments through a physical rehabilitation process far more agonizing—both physically and emotionally—than the hits he absorbed on the playing field.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in