This campaign from BBDO boldly proves how the AT&T network delivers security, reliability and expertise to all sizes of businesses, helping them tackle their toughest challenges and conquer their greatest opportunities–all with the utmost confidence.
Directed by Nicolai Fuglsig of MJZ, this spot titled “Next Level Mission” is set in a scenario where every second can literally make the difference between life and death. It begins with a high-octane, heart-pounding, car driving sequence which misdirects people into believing this is a police chase. Only to find out at the end, this is a story about a hospital’s organ transplant delivery where they have to get it to the operating room on time with precision to save a life. Made possible only by the Next Level Network–the 5G and Fiber networks of AT&T.
Credits
Client AT&T Agency BBDO Matt Miller, chief creative officer, AT&T; EJ Lee, Joey Monteverde, sr. creative directors; Alex Zermeno, art director; Andrew Tucci, VP, group executive producer; Ashlye Vaughan, executive producer; Chloe Collins, producer; Erin Breen, head of art production, producer; Tim Millar, chief strategy officer, AT&T; Sahar Mehdi, sr. strategist. Agency Critical Mass Terry Lee, creative director; John Olsoni, copy lead; Alice Sladek, design lead; Tommy Costello, sr. producer/ Megan Wattie, producer. Agency Hearts & Sciences Pam Amir, executive director. Agency Rodgers Townsend Kay Cochran, group creative director; Emily Dabb, associate creative director; Katie Meers, Angela Boda, sr. art directors; Noah Cook, strategist. Production Company MJZ Nicolai Fuglsig, director; David Zander, president/exec producer; Emma Wilcockson, exec producer; Jeff McDougall, producer. Editorial Final Cut Crispin Struthers, Antonio Gomez-Pan, editors; Megan Marie Connolly, sr. cutting assist editor; Julio Samaniego, assist editor; Kelly Budish, producer; Rebecca Mitchell, head of production; Suzy Ramirez, exec producer; Justin Brukman, managing director. Postproduction LVLY Bryce Edwards, exec producer; Carlos Espinosa, producer.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
