AT&T Are Mobilising The World With Their New Campaign

This week, AT&T launches a new brand platform to help tell its story. The tagline is “MOBILIZING YOUR WORLD” and is designed to tell people that not only does AT&T work to make everything mobile-enabled, but that it also strives to make a complicated world seamless and interoperable.

Four new television spots will debut during the 2014 Masters Tournament and, as you will see, when everyone and everything works together, life gets better as a result. Or creatively —“the world just sings”.

The campaign includes an anthemic 60 second spot, which reflects AT&T’s broad range of technologies, a network spot focused on the technology that is specific to helping AT&T build a better network, and two small business 30 seconds spots depicting the range of businesses that can benefit most from AT&T’s capabilities. And all of them incorporate the instantly recognizable song “Wouldn’t It Be Nice” by the Beach Boys.

Agency: BBDO New York

Client: AT&T

Title:Sing Anthem” & “Sing Network”

Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Matt MacDonald

Creative Director: Matt Vescovo                          

Copywriter: Bill Heater   

Art Director: Marc Klein            

Group Executive Producer: Julie Collins

Executive Producer: Diane Hill

Assistant Producer: Sasha White

Executive Music Producer: Melissa Chester

Senior Account Director: Walker Teele

Account Manager: Ashley Gill

Production Company: Biscuit Filmworks 

Director: Noam Murro

Director of Photography: Eric Schmidt

Music House: Human

Composer: Sloan Alexander 

Edit House: Rock Paper Scissors

Editor: Stewart Reeves

Assistant Editor: Luke Mcintosh

Visual Effects House (Network): Spontaneous

Visual Effect House (Anthem): Method