AT&T is launching a new round of “Legends” work just in time for the NCAA March Madness tournament. Like its college football championship predecessor, this latest campaign features a star-studded group of athletes readily associated with the televised sport. In this instance, a cast of NBA/NCAA superstars including Shaquille O’Neal, Julius “Dr J” Erving, Clyde Drexler and Christian Laettner. Together, they help bring to life AT&T’s message as “the network with the nation’s strongest 4G LTE signal.” The campaign was created by BBDO NY and BBDO Atlanta.
In a pre-roll spot offering Tourney Tips, O’Neal advises fans, if their team loses to an underdog, to embrace the “upset.” He proceeds to bounce about to a clippity-clop beat a glass slipper he’s holding as Dr. J, Drexler and Laettner look on in amused amazement.
Stacy Wall of Imperial Woodpecker directed for BBDO NY and Atlanta.
CreditsClient AT&T Agency BBDO New York and Atlanta David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt Macdonald, executive creative director; Rob Munk, Mark Voehringer, sr. creative directors; Jesse Snyder, associate creative director/art director; Tim Wassler, associate creative director/copywriter; Julie Collins, group executive producer; Angela Narloch, sr. producer; Melissa Chester, music producer. Production Imperial Woodpecker Stacy Wall, director; John Lynch, DP; Jenn Barrons, line producer. Editorial Arcade NY Jeff Ferruzzo, editor; Sila Soyer, exec producer; Lauren Cancelosi, producer. VFX Framestore Nicholas Dziekonski, VFX producer. Audio Post Heard City, NY Phil Loeb, mixer
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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