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BBDO New York Launches Latest Spot for Hard-Hitting 'It Can Wait' Campaign

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The campaign, now in its sixth year, has had a demonstrable impact on driving behaviour

BBDO New York Launches Latest Spot for Hard-Hitting 'It Can Wait' Campaign

Labor Day marks the unofficial end of summer.  It also marks one of the heaviest holiday travel weekends. More cars on the road means there is more risk of accidents.  So AT&T has chosen this time to launch the latest iteration of its It Can Wait campaign.  The campaign, now in its sixth year, has had a demonstrable impact on driving behaviour. But there is still more work to be done.


In the past six years since the campaign launched, we learned people do it, that they know it is dangerous and it may be a compulsion, but we need to change behavior/social norm.  So today, AT&T’s It Can Wait campaign is releasing new creative and new research that shows that when there are passengers in a car, 36% of drivers admit to using a smartphone while driving, with the number dropping to 30% when driving with a child.  But when people are alone, the number increases dramatically to 64%.


But the truth is, we are never alone on the road and that insight led us to the new creative that launches today with the :30 spot “The Unseen.”  There will also be a long-form video available in the coming days along with print, radio, social and digital.  The new film and :30 spot were directed by Frederic Planchon, who also directed last year’s award-winning “Close to Home” film.


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Post Production / VFX

Colourist: Fergus McCall

Designer: Yuanbo Chen

Executive Producer: Sean Costelloe

Senior Producer: Nirad “Bugs” Russell

Shoot Supervisor: Gavin Wellsman

Studio: The Mill

2D Lead: Krissy Nordella

Production Company

Director: Frederic Planchon

DOP: Jody Lee Lipes

Executive Producer: Sue Ellen Clair

Head of Production: Kerry Haynie

Managing Director: Eric Stern

Producer: Erin Wile

Production Company: Anonymous Content


Artist: This Will Destroy You

Song: Villa Del Refugio

Sound Design: Brian Emrich

Sound Mix: Heard City

Creative Agency

Account Executive: Erin Sheehan

Art Director: Marcel Yunes

Business Affairs: Nancy Espinal

Chief Creative Officer: David Lubars

Creative Agency: BBDO New York

Director of Integrated Production: David Rolfe

Executive Creative Director: Matt MacDonald

Executive Producer: Dan Blaney

Managing Director: Mark Cadman

Senior Director: Mark Tillinghast

Senior Planner: Simonas Piepalius

BBDO New York, Thu, 01 Sep 2016 09:27:27 GMT