AT&T teamed up with athlete ambassador LeBron James to share some love and offer some positivity at the end of 2020 and the start of the New Year with a New Year campaigned called ‘A Little Love’.
The aim of the ad, created by agency BBDO, is to look forward to 2021 with hope and to encourage unity and compassion as the US continues its socially distanced Covid-19 conditions.
Timed to coincide with the start of the new NBA season, as well as James, the creative features people from all walks of life coming together to sing the 1969 hit ‘Put a Little Love in Your Heart’. It also includes a few notable vocal cameos including AT&T’s familiar Lily brand character.
The campaign was created by agency partner BBDO LA and it was directed by The Corner Shop’s Peter Thwaites.
The campaign was created for an AT&T marketing group including SVP Advertising And Marketing Communication Valarie Vargas, VP Advertising And Social Media Marc Burns, Director of Advertising Dave Brown, Senior Manager Of Advertising Stephanie Mejia, AVP Digital Strategy And Performance Melissa Smith, Director Of Performance Advertising Jillian Ramirez, Senior Performance Marketing Manager Kaeleigh Morrison, Director, Diversity Advertising Mariel Llenza, AVP Media Strategy & Global Marketing Organisation Sabina Ahmed, Director Of Media Strategy Global Marketing Organisation Scott Klatskin and Senior Manager Of Media Strategy Global Marketing Organisation Esther Rim.
It was conceived and created by agency BBDO where the team included Chief Creative Officer Worldwide David Lubars, Chief Creative Officer Omnicom For AT&T Matt Macdonald, Executive Creative Directors David Povill and David Cuccinello, Group Executive Producer Julie Collins, Executive Producer Whitney Husnik, President BBDO LA & Global Client Lead Rachel Nairn, Managing Director Julien Lemoine, AT&T Account Lead Stacia Parseghian, Senior Director Laura Perrizo, Account Director Guilherme Pimentel, Account Supervisor Claire Sommer, Account Executive Troy Hudson, Assistant Account Executive Bobby Walker, Chief Strategy Officer Crystal Rix, Head Of Strategy Tim Millar, Communications Planning Director Mac Russell, Planning Director Reza Rostampisheh, Brand Planner Madeleine Reeves and Project Manager Cornelia Berg.
The campaign was also developed with agency Critical Mass where the team included Executive Creative Director Frank Dattalo, Creative Director Cori Donohoe, Associate Creative Director Heather Rosen and Trey Tyler, Executive Producer Sydney Woodman, Producer Cale McArthur, Editor Ryan Bouman, Client Partner Heather Livengood, Account Director Austin Tatum, Program Director Laurie Ma, Senior Producer Amy Damus and Project Manager Melissa Cavaliere.
The initiative also included input from agency Hearts & Science with a group including Managing Executive Director Mike Venables, Executive Director AT&T Consumer Media Shanae Johnson, Executive Director Digital Strategy Theresa Fromm, Senior Directors Strategy Christiana Messina and Brian Diamond with Director of Strategy Alex Ornstein and Associate Director of Strategy Brook Hauge.
Production was handled by The Corner Shop with Director Peter Thwaites, Executive Producers Anna Hashmi and Jay Shapiro and Producer Suzie Greene-Tedesco.
Editorial was by Work Editorial with EP Marlo Baird, Post Producers Brian Scharwath and Paloma Wodehouse, Editors Neil Smith and Leah Turner, Assistant Editors Oliver Hecks and Will Nguyen.
The VFX were by Preymaker Creative + Technology with music by Walker Music.
Comment:
This heartfelt commercial serves as an anthem for unity and compassion during the challenges of the pandemic.
Links:
AT&T
NBA
BBDO
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