Distracted-driving victims deliver shocking monologues for AT&T's 'It Can Wait' campaign
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Since 2010, AT&T has pushed the dangers of texting while driving to the forefront with its emotionally charged “It Can Wait” campaign. In recent years, it has depicted heart-rending, fictional tragedies resulting from mindless moments of device distraction; it also dug deep into real-life stories, as in a documentary film from Werner Herzog. The latest campaign, from BBDO New York and directed by acclaimed documentary filmmaker Errol Morris, combines fact and fiction as it imagines what could have been for victims of distracted driving.
The effort stars two young men, Caleb Sorahan and Forrest Cepeda. Two spots show them contemplating the would-haves and could-haves of their livesSorahan remembers how he wanted to be an athlete or trainer; Cepeda had wanted to make video games. Something kept them from realizing their dreams, but with it’s not clear what. On-screen copy ultimately reveals their fate.
The campaign “resurrected” the pair, who had been killed as teenagersSorahan due to his own moment of distraction, and Cepeda the victim of someone else’s careless textingwith the help of a forensic artist and visual effects from The Mill.
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