We’re thrust into a police squad room where the atmosphere is tense as the chief is upset over the lack of progress in the investigation of a high-profile crime. Eight days since the felony was perpetrated, not a single suspect has been turned up. The chief bemoans that his department is “a punchline” in the newspaper headlines.
All the detectives and police personnel in the room are silent as they’re being chewed out–except for one brave guy who tells everyone that they have to move to the den. That’s because his wife’s book club meeting is taking over the squad room they currently occupy.
Sure enough, the move is on as the gent greets his wife and her guests, and moves to the den where he watches on his TV set the now resumed police drama as it unfolds in his den. This was all made possible by AT&T’s U-verse which allows viewers to pause and play what they’re watching in any room, underscoring the campaign slogan, “The U-verse Revolves Around You.”
Steve Ayson of MJZ directed for BBDO New York.
Credits
Client AT&T U-verse Agency BBDO New York David Lubars, chief creative officer worldwide; Greg Hahn, chief creative officer, New York; Matt MacDonald, executive creative director; Erik FahrenKopf, LP Tremblay, sr. creative directors; Carolyn Davis, associate creative director/art director; Matthew Page, associate creative director/copywriter; Dave Rolfe, director of integrated production; Julie Collins, group executive preoducer; Dan Blaney, exec agency producer. Production MJZ Steve Ayson, director; Donald Taylor, line producer; Greig Fraser, DP. Visual Effects The Mill Christa Cox, VFX producer; Andres Eguiguren, CG supervisor; Iwan Zwarts, Glyn Tebbutt, Stefan Smith, CG artists. Editorial Final Cut New York JD Smyth, editor. Sound Design Brian Emrich, sound designer. Music Q Department. Audio Post Heard City Phil Loeb, mixer. Titles ImagefactoryDC.
“The Contextualist,” the latest chapter in Bloomberg Media’s “Context Changes Everything” brand platform, debuts today (3/6), creatively distinguishing Bloomberg.com & the Bloomberg app subscription’s value for global business and government leaders. The new concept builds on the campaign’s foundation of context--the power of Bloomberg’s journalism to draw deft connections between its wealth of news, insights and data in every corner of the world.
Golden Globe and BAFTA-award winning filmmaker Brady Corbet (The Brutalist) directed three new spots for the campaign via magna studios in his debut helming brand commercials. This spot titled “The Price of Tea in China” takes a well-known and seemingly simple idiom and unpacks its complexity as an international business story in a 30-second journey. (The other two commercials are “Bird in the Hand” and “Rising Tides.” The “Context” campaign continues to be developed in collaboration agency Wieden+Kennedy New York.
“‘Context Changes Everything’ has become an important rallying point with consumers to remind them what’s unique about Bloomberg as we continue to double down on global news coverage for them,” said Julia Beizer, COO, Bloomberg Media. “‘The Contextualist’ moves the brand forward by personifying the prevailing ideas of intellect, curiosity and ambition. We’ve gained more than 100,000 subscribers in the time since we first launched the campaign in September 2023, and it remains an important driving element of our investment to continue growing and engaging subscribers in the years to come.”
“As my directorial debut in the world of advertisement, I’m proud of this work for Bloomberg and how it addresses the importance of... Read More
