Directed by Academy Award winner (The Hurt Locker) Kathryn Bigelow via production house Smuggler, this futuristic AT&T spot from BBDO NY tells the story of a family out for a Sunday drive—distraction free in their fully autonomous car made possible by 5G technology. The ad helps people imagine how a technology like 5G will transform driving altogether while taking distracted driving off the table. Still, the message resonates that until then, don’t drive distracted, the ongoing mantra of AT&T’s “It Can Wait” campaign, now in its 10th year out of BBDO.
Two-time Oscar nominated editor (The Big Short, Vice) Hank Corwin of Lost Planet cut this piece, titled “It Can Wait/5G Until Then.” Commercial is debuting during the The Masters golf tournament on CBS.
CreditsClient AT&T Agency BBDO David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt MacDonald, group executive creative director; Daniela Vojta, Susan Young, executive creative directors; Robert Wakeland, Stephen Winston, creative directors; David Rolfe, director of integrated production; Julie Collins, group executive producer; Adam Perloff, executive producer; Crystal Rix, chief strategy officer; Thomas Han, head of integrated strategy; Ben Bass, strategy director. Production Smuggler Kathryn Bigelow, director; Patrick Milling Smith, Brian Carmody, co-founders; Allison Kunzman, exec producer; Donald Taylor, line producer; Joost Van Gelder, DP. Editorial Lost Planet Hank Corwin, editor; Kenji Yamauchi, assistant editor; Krystn Wagenberg, exec producer; Casey Cayko, producer. Finishing/VFX The Mill NY Angus Kneale, chief creative officer; Gavin Wellsman, creative director; Fergus McCall, colorist; Eliana Carranza-Pitcher, Heath Raymond, executive VFX producers; Nirad “Bugs” Russell, sr. producer; Christina Chung, coordinator; Siro Valente, 2D lead; Agit Menon, 3D lead. Sound Design Brian Emrich Audio Post Wave Studios, NY Chris Afzal, engineer/mixer/additional sound design.
The Best Work You May Never See: Ad Council, U.S. Dept. of Veterans Affairs, GSD&M, Director Andre Muir Show Us “The Bravest Thing”
As Suicide Prevention Month begins, the U.S. Department of Veterans Affairs (VA) and the Ad Council teamed with agency GSD&M to roll out PSAs for their national campaign: “Don’t Wait. Reach Out.” The initiative, which started in 2021, urges Veterans who are facing challenges to visit VA.gov/REACH, a comprehensive website that helps them access the many resources available.
The PSAs, including this one titled “The Bravest Thing,” were directed by Andre Muir of production house SMUGGLER. “The Bravest Thing” acknowledges that it can be hard for Veterans to reach out if they’re struggling--but in the eyes of their loved ones, seeking help is an act of bravery. By featuring Veterans alongside their friends and family, the film encourages Veterans to open up if they’re struggling and reminds everyone that they can play a role in supporting Veterans in their lives.
“When a Veteran is ready to reach out, VA is ready to provide services and support. One of the bravest things Veterans can do is ask for help,” said Dr. Matthew Miller, executive director, VA Office of Suicide Prevention. “These new messages are powerful and compassionate additions to the ‘Don’t Wait. Reach Out.’ campaign that features the voices of loved ones, underscoring the vital role that family and friends play in supporting Veterans. We all play a role in suicide prevention and this call to action engages community and connections, which are crucial in preventing Veteran suicide. Through this campaign, we can spread hope that Veterans, and all of us, can overcome crises and difficult life challenges.”
6,392 Veterans lost their lives to suicide in 2021, according to the latest data from the 2023 National Veteran Suicide Prevention Annual Report.... Read More