“Wouldn’t It Be Nice” is the Beach Boys tune which drives this anthem depicting AT&T building a world where people and things speak a common language so that everything is more seamless, interconnected, and in tune–with you. Vignettes showing this connection include: a pregnant woman in an ambulance being rushed to the hospital as a traffic light instantly turns to green to send her on her way; a youngster who’s lost at a mall reunited with his parent thanks to wristwatch tracking technology; and a janitor who cleans a department store with a synchronized squad of robot vacuums.
Noam Murro of Biscuit Filmworks directed for BBDO New York.
Credits
Client AT&T Agency BBDO New York David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, executive creative director; Matt Vescovo, creative director; Bill Heater, copywriter; Marc Klein, art director; Julie Collins, group executive producer; Diane Hill, executive producer; Sasha White, assistant producer Melissa Chester, executive music producer. Production Biscuit Filmworks Noam Murro, director; Eric Schmidt, DP. Music Human Sloan Alexander, composer. Editorial Rock Paper Scissors Stewart Reeves, editor; Luke Mcintosh, assistant editor. Visual Effects Method
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.
