AT&T and its agency BBDO have debuted 5 new advertisements from its “The Power of &” campaign, during this week’s broadcast of the 2017 Masters tournament.
One of the ads will feature professional golfer and AT&T athlete Jordan Spieth in his third commercial with the brand. The :30 second spot pairs Jordan with Saul Martinez, an inspirational veteran who lost both of his legs in combat. The commercial demonstrates Saul’s commitment to rise up and take on new challenges every day, and it shows AT&T’s and Jordan’s commitment to veterans like him. That support demonstrates the Power of &.
“Rise Up”:
Read Jordan’s blog post about his experience with Saul.
“Kid AR”
A second new ad, called “Kid AR,” focuses on 5G and how the Power of & and 5G bring the future to businesses and consumers faster. The :60 second film demonstrates how AT&T is bringing to life the capabilities of tomorrow – an environment that makes the Internet of Everything possible. 5G makes life easier, faster and smarter – for both enterprise and consumers. Whether connecting cars, homes, medical devices or entire cities, AT&T is bringing the unimaginable to life.
The remaining three ads focus on how AT&T’s smart solutions meet the needs of businesses which are seeking agility in three areas: operational efficiency, an empowered workforce and highly secure networking. The three :30 second spots highlight the way AT&T is transforming both itself as well as the industry and the experiences it delivers quickly and efficiently. You can view all three spots below:
“Stay With Me”:
“Opening Bell”:
“Farmer Ray”:
A spokesperson from AT&T told DIVERGE more about the campaign:
Who is the team behind this?
AT&T and BBDO
Where did the idea for this campaign come from?
We’ve been in the business of connecting things and bringing them together for over a century. So, “&” is part of our DNA. We launched the campaign during last year’s Masters. People have responded very well to the Power of &.
Why did you decide to focus on Saul and what is the message of the ad that you hope to get across?
Saul’s an inspiration to us all. His spot focuses on Jordan’s and AT&T’s shared commitment to veterans. AT&T has hired over 13,000 veterans since 2013 with a goal to hire a total of 20,000 veterans by 2020.
Why is 5g significant?
5G is the future. It’s a game changer. And it’s closer than you think. We wanted to share the possibilities enabled by 5G with the big audience that tunes into the Masters.
Inclusion of diversity in the ads?
Our customers, suppliers and investors are diverse; we serve them best when our workforce is diverse and when a focus on diversity and inclusion is embedded in all of our business practices. You see that reflected across these ads. We’re also proud to be a part of the Association of National Advertisers’ #SeeHer campaign to fight gender bias in advertising.
Additional thoughts? Read more about our commitment to #SeeHer from our Chief Brand Officer Fiona Carter here.
AT&T “Kid AR” Creative Credits
Agency: BBDO New York
Client: AT&T Corporate Brand
Title: “Kid AR – 5G”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Copywriter: Chris Lisick
Art Director: Marc Klein
Managing Director: Mark Cadman
Senior Director: Mark Tillinghast
Account Director: Jaimie Donohue
Account Executive: Caroline Main
Group Executive Producer: Julie Collins
Executive Producer: Matt Nowak
Executive Music Producer: Melissa Chester
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: Somesuch x Anonymous Content
Director: Daniel Wolfe
Founding Partner/Executive Producer (Somesuch): Tim Nash
Managing Director (Anonymous Content): Eric Stern
Executive Producer (Somesuch): Nicky Barnes
Head of Production: Kerry Haynie
Producer: Lee Groombridge
Director of Photography: Tom Townend
Editorial: Trim Editorial
Editorial: Cosmo Street
Editor: Dominic Leung
Assistant Producer: Jared Zygarlicke
Producer: Anne Lai
VFX and Finishing: The Mill
Executive Producer/Head of Production: Jeremy Moore
Senior Producer: Nirad “Bugs” Russell
VFX Supervisors: Gavin Wellsman, Jasper Kidd
2D Lead Artist: Gavin Wellsman
3D Lead Artist: David Fleet
2D Artists: K Khanna, James Cudahy, Jeen Lee, Kieran Hanrahan, Rob Meade
3D Artists: Adam Dewhirst, Alek Vacura, Alex Allain, Arman Matin, Billy Dangyoon Jang, Eric Chou, Jimmy Gass, Jonathan Muller, Laura Sayan, Lauren Shields, Laurent Giaume, Leela Shanker, Mike Garcia, Murali, Murthy Putrevu, Olivier Varteressian, Rachel Start, Ren Hsien-Hsu, Sathyaraj A, Sendil Kumar, Senthil M, Tim Kim, Weichieh Yu, Xuan Seifert, Ylli Orana
Production Coordinator: Sophie Mitchell
Concept Artist: Sunil Pant
Design: Aran Quinn
Music Company: HUMAN
Composers: Ed Dunne, Gareth Williams
Producers: James Wells, Craig Caniglia
Sound Design: Barking Owl
Audio: Heard City
Audio Engineer: Keith Reynaud, Cory Melious
Producer: Sasha Awn
Media: Hearts & Science
President, AT&T: Ralph Pardo
AT&T “Rise Up” Creative Credits
Agency: BBDO New York
Client: AT&T Corporate Brand
Title: “Rise Up”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Managing Director: Mark Cadman
Senior Director: Mark Tillinghast
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan
Group Executive Producer: Julie Collins
Executive Producer: Helene Balzarini
Executive Music Producer: Melissa Chester
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: BOB Industries
Directors: Jonathan Dayton/Valerie Faris
Director of Photography: Corey Water
Executive Producer: TK Knowles
Production Line Producer: Bart Lipton
Editor: WAX Editorial
Editor: Stephen Jess
(Covering Editor: Joe Dillingham)
Producer: Annabelle Cuthbert
Telecine: TBS/Co3
Colorist: Tom Poole
Producer: Alexandra Lubrano
VFX Studio: Framestore
Executive Creative Director: Murray Butler
VFX Supervisor: Dez Macleod-Veilleux
VFX Artist: Greg Gaskins
Producer: Sue McNamara
Mixing Studio: Heard City
Mixer: Corey Melious
Producer: Sasha Awn
Media: Hearts & Science
President, AT&T: Ralph Pardo
AT&T “Farmer Ray” Creative Credits
Agency: BBDO New York
Client: AT&T Business Solutions
Title: “Farmer Ray”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Copywriter: Chris Lisick
Art Director: Marc Klein
Managing Director: Mark Cadman
Senior Director: Deborah von Kutzleben
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan
Group Executive Producer: Julie Collins
Executive Producer: Kimberly Clarke
Executive Music Producer: Melissa Chester
Integrated Producer: Stephanie Murdoch
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: Arts & Sciences
Director: Matt Aselton
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Head of Production: Christa Skotland
Line Producer: Zoe Odlum
Director of Photography: Bob Richardson
Editing Company: Lost Planet
Editor: Charlie Johnston
Executive Producer: Krystn Wagenberg
Senior Producer: Casey Cayko
Senior Assistant: Kenji Yamauchi
Audio: Heard City
Sound Engineer: Keith Reynaud
Finishing Company (TV): Framestore
Executive Producer: Sarah Hiddlestone
Creative Director: Murray Butler
VFX Lead: Matt Pascuzzi
Producer: Sophie Harrison
Telecine Color: Company 3
Telecine Artist: Tim Masick
Executive Producer: Ashley McKim
Music: Bang
Owner/CCO: Brian Jones / Brad Stratton / Lyle Greenfield
MD, Executive Producer: Brad Stratton
Media: Hearts & Science
President, AT&T: Ralph Pardo
Executive Director: Christopher Stanger
AT&T “Stay with Me” Creative Credits
Agency: BBDO New York
Client: AT&T Business Solutions
Title: “Stay with Me”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Copywriter: Chris Lisick
Art Director: Marc Klein
Managing Director: Mark Cadman
Senior Director: Deborah von Kutzleben
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan
Group Executive Producer: Julie Collins
Executive Producer: Kimberly Clarke
Executive Music Producer: Melissa Chester
Integrated Producer: Stephanie Murdoch
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: Arts & Sciences
Director: Matt Aselton
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Head of Production: Christa Skotland
Line Producer: Zoe Odlum
Director of Photography: Bob Richardson
Editing Company: Lost Planet
Editor: Charlie Johnston
Executive Producer: Krystn Wagenberg
Senior Producer: Casey Cayko
Senior Assistant: Kenji Yamauchi
Audio: Heard City
Sound Engineer: Keith Reynaud
Finishing Company (TV): Framestore
Executive Producer: Sarah Hiddlestone
Creative Director: Murray Butler
VFX Lead: Matt Pascuzzi
Producer: Sophie Harrison
Telecine Color: Company 3
Telecine Artist: Tim Masick
Executive Producer: Ashley McKim
Music: Pulse Music
Owner – Joel Kipnis & Dan Kuby
Executive Producer – Dan Kuby
Composers – Julia Piker & Dan Kuby
Media: Hearts & Science
President, AT&T: Ralph Pardo
Executive Director: Christopher Stanger
AT&T “Opening Bell” Creative Credits
Agency: BBDO New York
Client: AT&T Business Solutions
Title: “Opening Bell”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Senior Creative Director: Simon Foster
Senior Creative Director: John Lamacchia
Copywriter: Chris Lisick
Art Director: Marc Klein
Managing Director: Mark Cadman
Senior Director: Deborah von Kutzleben
Account Director: Tracy Armstrong
Account Manager: Jesse Barnett
Account Executive: Claire McFarland
Assistant Account Executive: Katarina Sipan
Group Executive Producer: Julie Collins
Executive Producer: Kimberly Clarke
Executive Music Producer: Melissa Chester
Integrated Producer: Stephanie Murdoch
Business Manager: Ashley Lipham
Integrated Talent Supervisor: Dawn McCormick
Production Company: Arts & Sciences
Director: Matt Aselton
Executive Producer: Marc Marrie
Managing Director: Mal Ward
Head of Production: Christa Skotland
Line Producer: Zoe Odlum
Director of Photography: Bob Richardson
Editing Company: Lost Planet
Editor: Charlie Johnston
Executive Producer: Krystn Wagenberg
Senior Producer: Casey Cayko
Senior Assistant: Kenji Yamauchi
Audio: Heard City
Sound Engineer: Keith Reynaud
Finishing Company (TV): Framestore
Executive Producer: Sarah Hiddlestone
Creative Director: Murray Butler
VFX Lead: Matt Pascuzzi
Producer: Sophie Harrison
Telecine Color: Company 3
Telecine Artist: Tim Masick
Executive Producer: Ashley McKim
Music: Barking Owl
Owner/CCO: Kelly Bayett
MD, Executive Producer: Kelly Bayett
Media: Hearts & Science
President, AT&T: Ralph Pardo
Executive Director: Christopher Stanger
