In this spot titled “The Launch”–part of AT&T’s national “Too Much College Football is Never Too Much” campaign–an astronaut resorts to some creative antics to delay the launch of his space shuttle in order to see the final play of his beloved Notre Dame Fighting Irish football game.
The storyline underscores that with AT&T 5G, too much is never too much.
Tim Godsall of Anonymous Content directed “The Launch” for BBDO LA, BBDO NY and Critical Mass.
Client AT&T Agency BBDO LA Matt Miller, chief creative officer; Ash Tavassoli, executive creative director; Carissa Levine, Jose Eslinger, creative directors; Alex Zermeno, art director; Stuart Tierney, copywriter; Julie Collins, EVP, group executive producer; Holly Otto, executive producer; Mike Peters, associate producer; Tim Millar, chief strategy officer; Kaleen Ogden, head of strategy. Agency BBDO NY Erin Breen, head of art production. Agency Critical Mass Frank Dattalo, VP, executive creative director; Christiaan Welzel, executive creative director; James Leal-Valias, Minor LeBlond, creative directors; Lauren Barrett, Carl Lukasewich, Michael Pal, Monica Behrmann, associate creative directors; Mica Dieterich, sr. art director; Nobu Wakabayashi, sr. copywriter; Steven Mozdren, Olivia Lake, art directors; Jackson Reed, Dean Alari, designers; Michelle Alig, copywriter; Miguel Molina, associate design director; Ian Wells, sr. design supervisor; Joelle Tso, production design lead; Daniela Gonzalez, visual design lead; Mark Finn, production designer; Aaron Gregory, studio artist; Dary Barclay, sound engineer; Mary Hrytsenko, production coordinator; Hannah Thompson, executive producer; Sylvia Brach, sr. producer; Marinna Breda, producer; Jen Goldberg, VP, strategy; Danielle Zimmerman, strategist. Media Agency Hearts & Science. Production Anonymous Content Tim Godsall, director; Eric Stern, managing director; SueEllen Clair, VP commercials, exec producer; Kerry Hainey, head of production; Ena Abadjian, co-head of production; Laura Miller, line producer. Editorial Arcade Will Hasell, editor; Crissy DeSimone, exec producer; Alexa Atkin Berman, sr. producer; Tom Barnett, producer. Postproduction Framestore James Razzall, president of advertising, North America; Dan Roberts, exec producer; Susan Harris, sr. producer; Toby Brockhurst, Flame lead; Chris Sonia, Steven Miller, Flame; Mark Casey, Nuke; Justin Myrich, jr. Nuke; Chloe Edwards, VFX coordinator. Color Company 3 Beau Leon, sr. colorist; Evan Reinhard, assistant colorist; Dan Butler, sr. producer. Audio Lime Studios Zac Fisher, Jeff Malen, audio engineers; Susie Boyajan, exec producer. Graphics LVLY Bryce Edwards, exec 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.”
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