The new AT&T network campaign from BBDO demonstrates real-life situations where just okay is not good enough. It shows how settling for anything less than the best in critical moments can lead to some serious consequences–like in this spot, “Surgeon,” in which the doctor about to operate hardly inspires a patient’s confidence by being “just OK.”
Similarly, you can't settle for a "just OK" wireless network.
Martin Granger of Moxie Pictures directed the package of spots, including “Surgeon.”
Client AT&T Agency BBDO David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; David Povill, David Cuccinello, executive creative directors; Ben Salas, associate creative director; Steven Nass, sr. copywriter; David Rolfe, director of integrated production; Julie Collins, group executive producer; Angela Narloch, executive producer; Briana Hemphill, jr. producer. Media Agency Hearts & Science Production Moxie Pictures Martin Granger, director; Karol Zeno, exec producer; Heidi Soltesz, line producer; Jodi Fisher, staff production supervisor; Barry Peterson, DP; Ken Averill, production designer; Jane Van Dyke, production manager; Dan Woodstra, production coordinator. Casting Grande/Morris & Ross Lacy Casting Ross Lacy, casting director, L.A.; David Morris, casting director, NY. Editorial Cabin Edit Chan Hatcher, editor; Carr Schilling, exec producer; Liz Lydecker, producer. VFX The Mill Anastasia Von Rahl, exec producer; Andrew Gilson, VFX producer. Graphic Design Brand New School Jackson Rogers, producer. Graphic Design LVLY Bryce Edwards, producer. Color Company 3 Siggy Ferstl, colorist. Music Beacon Street Studios Leslie DiLullo, executive producer/creative director; Andrew Feltenstein, composer. Sound Design & Mix Lime Studios Mark Meyuhas, engineer; Susie Boyajan, producer.
Apple’s holiday ad--“Heartstrings,” launched ahead of International Day of Persons with Disabilities--introduces us to a father with mild-moderate hearing loss. But thanks to the clinical grade Hearing Aid feature on AirPods Pro 2, he can now hear his daughter playing the Crosby, Stills, Nash & Young classic “Our House” on her new guitar, just unwrapped on Christmas morning. The breakthrough ability to hear clearly is all the more impactful in that it comes after we journey with the dad down memory lane as he recalls his daughter’s first guitar, her birthday, her first day of school--though the sound of his flashbacks is muffled. But once he activates the Hearing Aid feature, dad can properly hear his daughter in the present--and with that even the memories can be heard clearly. “Heartstrings” was directed by Henry-Alex Rubin of production house SMUGGLER for TBWAMedia Arts Lab Los Angeles, with sound design by three-time Oscar winner Paul N.J. Ottoson who helps us experience the father’s hearing loss and then its restoration. (Ottoson won two Oscars for The Hurt Locker--for best sound mixing and best sound mixing--and another for best sound editing for Zero Dark Thirty.) Read More
