Directed by Academy Award winner (The Hurt Locker) Kathryn Bigelow via production house Smuggler, this futuristic AT&T spot from BBDO NY tells the story of a family out for a Sunday drive—distraction free in their fully autonomous car made possible by 5G technology. The ad helps people imagine how a technology like 5G will transform driving altogether while taking distracted driving off the table. Still, the message resonates that until then, don’t drive distracted, the ongoing mantra of AT&T’s “It Can Wait” campaign, now in its 10th year out of BBDO.
Two-time Oscar nominated editor (The Big Short, Vice) Hank Corwin of Lost Planet cut this piece, titled “It Can Wait/5G Until Then.” Commercial is debuting during the The Masters golf tournament on CBS.
Credits
Client AT&T Agency BBDO David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; Daniela Vojta, Susan Young, executive creative directors; Robert Wakeland, Stephen Winston, creative directors; David Rolfe, director of integrated production; Julie Collins, group executive producer; Adam Perloff, executive producer; Crystal Rix, chief strategy officer; Thomas Han, head of integrated strategy; Ben Bass, strategy director. Production Smuggler Kathryn Bigelow, director; Patrick Milling Smith, Brian Carmody, co-founders; Allison Kunzman, exec producer; Donald Taylor, line producer; Joost Van Gelder, DP. Editorial Lost Planet Hank Corwin, editor; Kenji Yamauchi, assistant editor; Krystn Wagenberg, exec producer; Casey Cayko, producer. Finishing/VFX The Mill NY Angus Kneale, chief creative officer; Gavin Wellsman, creative director; Fergus McCall, colorist; Eliana Carranza-Pitcher, Heath Raymond, executive VFX producers; Nirad “Bugs” Russell, sr. producer; Christina Chung, coordinator; Siro Valente, 2D lead; Agit Menon, 3D lead. Sound Design Brian Emrich Audio Post Wave Studios, NY Chris Afzal, engineer/mixer/additional sound design.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
