AT&T and BBDO will debut five new ads during this week’s broadcast of the 2017 Masters tournament. AT&T, one of three global sponsors of the tournament, will present the ads from its ‘The Power of &’ campaign, created by BBDO. The campaign first launched during last year’s Masters tournament and has since been a success.
One of the ads, “Rise Up”, features professional golfer and AT&T athlete Jordan Spieth in his third commercial with the brand. The 30-second spot pairs Spieth with Saul Martinez, an inspirational veteran who lost both of his legs in combat. The commercial, using Andra Day's inspirational song of the same name, 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.
Spieth also wrote a blog to accompany the spot, recalling his experience working with Martinez, with a behind-the-scenes video of the commercial shoot.
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
EVP, Managing Director: Mark Cadman
EVP, Senior Director: Mark Tillinghast
Account Director: Jaimie Donohue
Account Executive: Caroline Main
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
Exec 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
Exec 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
A second new ad, called “Kid AR”, uses a child’s imagination to focus on how the Power of & and 5G bring the future to businesses and consumers faster. The 60-second film shows a child utilizing a homemade AR headset to see fantastic technology of the future in his neighborhood – self-driving cars, coffee-delivering drones, robotic construction sites and virtual dinosaurs. It demonstrates how 5G makes life easier, faster and smarter and how AT&T is bringing to life the capabilities of tomorrow – an environment that makes the Internet of Everything possible.
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.
“Stay With Me” shows how transporting a man involved in an auto accident is saved through the help of technology.
“Opening Bell” displays how a connected economy can be protected by AT&T safety technology.
“Farmer Ray” shows a farmer who is using technology to help water his crops through technology that allows him to get the best irrigation through technology to compete in a global economy.
