This Love Story Takes One Hell of a Turn as AT&T’s New Ads Delightfully Mash Up Movie Genres

Why just watch a romance, when you could have more?

Lovers reunited on the plane! But wait, how did she get past security? - Credit by AT&T
Headshot of David Griner

This year, AT&T has been promoting its breadth of services with a campaign promising “More of Your Thing,” and the newest installments are aimed at movie-goers.

Two new 90-second spots from the telecom and agency BBDO pay off the campaign’s concept by blending multiple genres into each ad. The result are mini-films that veer in some unexpected directions.

The highlight is definitely “Surprise,” which features two lovers reunited at an airport, dramatically coming together just as one’s flight was preparing to take off. It’s a classic Hollywood moment, but one might be wondering how in 2018 you might actually pull that off. Such questions lead to some surprising…well, maybe not answers, but they at least mark a segue into a new genre.

We won’t spoil any more until you check it out:


Another spot in the series is “Bus,” which begins with a group of innocent travelers reaching the precipice of disaster, and then—finding an interesting way to express themselves on their way out of danger.


The ads were directed by Daniel Wolfe, whose cinematic credits include Honda’s 2014 interactive dual-narrative, “The Other Side,” this year’s hit Bodyform/Libresse ad, “Live Fearless,” and Hennessy’s soaring “The Piccards” from Droga5.

The spots will run before many of the summer’s biggest hits, including Jurassic World: Fallen Kingdom and Mamma Mia: Here I Go Again, thanks to a partnership with National CineMedia. The media strategy was handled by Hearts & Science.

CREDITS:
Creative Agency: BBDO
Chief Creative Officer Bbdo Worldwide: David Lubars
Chief Creative Officer Bbdo New York: reg Hahn
Group Executive Creative Director: Matt Macdonald
Executive Creative Directors: David Povill, David Cuccinello
Creative Directors: Kevin Mulroy, Dan Kenneally
Group Executive Producer: Julie Collins
Executive Producer: Jessica Coccaro
Director Of Integrated Production: David Rolfe
Business Manager: Ashley Lipham
Evp, Managing Director: Doug Walker
Evp, Managing Director: Rachel Nairn
Svp, Senior Director: David Mckenzie
Account Supervisor: Allie Knill
Svp, Director Of Project Management: Colin Vidika
Head Of Integrated Planning, Evp: Angela Jones
Communications Planning Director: Mac Russell

Media Agency: Hearts & Science
President, Hearts BBDO Team, AT&T: Ralph Pardo
Hearts & Science, Group Director, OOH Investment: Vanessa Hartley
Hearts & Science, Supervisor, OOH Investment: Kat Hamilton
Hearts & Science, Media Director: Andres Torrente
Hearts & Science, Brand Director: Tim Switzer

Production Company: Somesuch X Anonymous
Founding Partner: Tim Nash
Executive Producer: Nicky Barnes
Director: Daniel Wolfe
Line Producer: Tom Martin
Director Of Photography: Tom Townend

Editorial Company: Cosmo Street | Trim Editorial
Executive Producer: Maura Woodward
Head of Production: Anne Lai
Editor: Tom Lindsay
Assistant Editors: Alex Morales, Ben Elkaim, Habin Semaan

Telecine Company: Framestore London
Telecine Artist: Simon Bourne
Producer: Chris Anthony

Visual Effects Company: Kevin
Vfx Supervisor/2-D Lead: Tim Davies
Executive Producer: Sue Troyan
Producer: Jami Schakel

Music /sound Design Company: Barking Owl Sound
Composer, “Surprise”: Atticus Ross
Composers, “Bus”: Atticus Ross + Jacob Plasse
Sound Designer: Morgan Johnson
Executive Producer/creative Director: Kelly Bayett

Audio Finishing: Sonic Union
Engineers: Steve Rosen, Mike Marinelli, Paul Weiss
Producers: Justine Cortale, Pat Sullivan


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."