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12 April 2019

Watch and Drive

by Syd Briscoe

AT & T: “Until Then” - 30s

American telecom giant AT&T have launched the latest instalment of their campaign against distracted driving (now in its tenth year), in an effort to remind drivers that despite the relentless march of progress, they do still have to pay attention to the road.

The ad focuses on a family with a dad who can't stop looking at his phone - an unfortunately common occurrence on both sides of the Atlantic. However, it's the transition between realism and sci-fi that takes the audience by surprise.

The conceit is cleverly handled, with a futuristic flare which makes it stand out from other safety campaigns. Naturally, until vehicular cinema mode is an option, screens still don't belong in a driver's hand.

Creative Agency: BBDO New York Ⓟ Ⓦ
Group ECD: Matt MacDonald
CCO: Greg Hahn
ECD: Daniela Vojita / Susan Young
Creative Director: Robert Wakeland / Stephen Winston
Senior Acc Handler: Kathryn Brown
Account Director: Katie Hollenkamp
Account Manager: Katelyn Burns
Strategy Director: Ben Bass
Head of TV: David Rolfe
Agency Exec Producer: Julie Collins / Adam Perloff
Film Production: Smuggler Ⓟ Ⓦ
Director: Kathryn Bigelow ♀ Ⓟ Ⓦ
Producer: Donald Taylor
Executive Producer: Allison Kunzman
VFX: Eliana Carranza-Pitcher / Heath Raymond @ The Mill Ⓟ Ⓦ
Colourist: Fergus McCall @ The Mill Ⓟ Ⓦ

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