The latest iteration of AT&T’s “It Can Wait” campaign, now in its seventh year, is making sure that everyone hears the message loud and clear during Distracted Driving Awareness Month: No distraction is worth a future.
Oscar-winning (The Fog of War) documentarian Errol Morris directed these two campaign spots via Biscuit Filmworks for BBDO New York, shining a light on the faces of distracted driving by showing us what might have been for two teenage boys.
If Caleb Sorohan and Forrest Cepeda were alive today, they might be pursuing their dream jobs or teaching their kids to play sports. Maybe they’d still be figuring life out. But we’ll never know–smartphone distracted drivers cut their lives short when they were teens. Forensic artists and visual effects teams recreated what Caleb and Forrest would look like today had they not been killed, and each :30 spot tells the story of what each might be doing with his life. The spots end on the line “This is what Caleb Sorohan/Forrest Cepeda would look like if they hadn’t been killed in distracted driving accidents.”
This week’s Top Spot tells us what might have been for Caleb. VFX house on the campaign was The Mill 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; Kevin Mulroy, Bianca Guimaraes, creative directors; David Rolfe, director of integrated production; Julie Collins, group executive producer; Dan Blaney, executive producer; Bree Hopenwasser, producer; Crystal Rix, chief strategy officer; Charles Baker, strategy director; Claire McCastle, project manager. Production Biscuit Errol Morris, director; Julie Ahlberg, line producer; Shawn Lacy, managing director; Jeff McDougall, exec producer; Rachel Glaub, head of production. Editorial Exile NY Steven Hathaway, editor; Molly Rokosz, assistant editor; Sasha Hirshfield, exec producer; Evyn Bruce, producer. Finishing/VFX The Mill NY Angus Kneale, chief creative officer; Ben Smith, executive creative director; Gavin Wellsman, Corey Brown, creative directors; Patrick Heinen, shoot supervisor; Fergus McCall, colorist; Rachael Trillo, exec producer; Nirad “Bugs” Russell, sr. producer; Sophie Mitchel, Mia Lalanne, coordinators; Krissy Nordella, 2D lead; Corrie Brown, Jamie Scott, Kevan Lee, Rob Meade, compositors; Bobby Ushiro, design. Music Human James Dean Wells, exec producer; Theo Degunzberg, Gordon Minette, composers. Audio Post Human Craig Caniglia, post producer; Sloan Alexander, engineer. Age Progression Art Phojoe Jovey Hayes, age progression; Emanuel Craciunescu, age progression art direction.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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