Hasta La Creative!

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

Managing Director: Mark Cadman
Senior Director: Mark Tillinghast
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan

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
Executive 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
Executive 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