Monday, September 17, 2007

BBDO's AT&T ads may be better than most


I think BBDO may be onto something with this new AT&T campaign shot by Wes Anderson. The first thing that makes it so noticeable is the way the five commercials in the series were shot—each as one continuous sequence as sets move in and out to depict the different places each commercial's protagonist does business. The second thing that separates this campaign from the rest of this very tired category is how it gets across what is now a pretty boring idea—that people want to have their cell phone work in all of the different places they do business. In the spot above, an actor who moves between Hollywood, Broadway, Arizona, London and South America describes the place where he does business as "Holly-York-Izona-South-Ameri-Land." Is it a mouthful? Yes. But it's also a whimsical, memorable way to make a point. From what I could gather from the not all that clear press release last week, the next phase of the campaign will contain an e-commerce component where people can create t-shirts and coffee mugs based on where they do business, such as well HollyYorkIzonaSouthAmeriLand. Maybe that's a stretch, but I've seen worse. If you want to see all of the spots in the campaign, go here.

4 comments:

Toad said...

If only the ads were true Catherine.

AT&T may "work" in more places, but it rarely works well. Their reception in NYC is pretty awful, especially compared to Verizon.

The Elephant said...

Um, these spots look like another version of Wes Anderson's award winning AMEX work. Same concept of a harried star on the go who is helped by his hero product. Same shooting style - basically 2 dimensional movement. And the star is rapidly answering questions from other characters. I wonder if the creatives from Ogilvy who wrote the AMEX spot are seeing red.

Catharine P. Taylor said...

Hey Elephant,

I went back and watched the Amex Wes Anderson spot...

http://youtube.com/watch?v=spCknVcaSHg

Are their similarities, yes, but I think the effect is much less noticeable in the Amex spot--and though I agree with you that folks at Ogilvy may be trying to stick pins in their David Lubars voodoo dolls about now, I wonder if any similarities are more the price you pay when you both ask Wes Anderson to direct.

Just wondering....

CPT

Anonymous said...

This spot and another recent Comcast spot with a guy on the phone/computer/watching TV all employ the Chrismahanukwanzakah word-combo technique. Guess the creative staute of limitations ran out on that idea.