Best of 2015 #8 TV/Film: A Mom's Social Media Post Shatters Lives in AT&T's Gut-Wrenching Ad

A Simple Distraction Leads to Devastating Consquences

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Editor's Pick

Until New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At # 8 in TV/Film, BBDO New York and AT&T's shocking tale drew us into the lives of many to show how a seemingly mindless mobile distraction could have devastating consequences for many. The brilliance of the story, directed by Frederic Planchon, lies in how it deftly draws into the shoes of the "culprit," a loving mom who makes the mindless yet tragic mistake of glancing down at her phone while driving.

Original Story:

AT&T's "It Can Wait" campaign hasn't pulled any punches in educating cellphone users about the dangers of texting and driving. Previously, the company and BBDO New York tapped director Werner Herzog to document the lives of real people whose lives were shattered by texting-related accidents. Now, to mark the campaign's fifth anniversary, they've created this beautiful, but horrifying film that shows how not just a text, but any smartphone activity while driving, can endanger users and those around them.

Directed by Anonymous Content's Frederic Planchon, the longform ad depicts what starts out as an average day in the lives of six different characters: a boy rides his bike through town, a man purchases a lottery ticket and hopes to win millions, a woman gets her child ready to go out and run errands. But when the mother quickly glances down at her social media post while on the road, the "minor" distraction turns out to have tragic consequences for her family and others.

The new film is part of an integrated campaign launching this week that also includes 30-second spots, online teasers and a 3D virtual reality simulator that all show the potential fatal consequences of engaging with your phone while driving.

Read more about how the AT&T campaign was made on

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Jul 20, 2015
BBDO New York
Chief Creative Officer, Worldwide:
David Lubars
Chief Creative Officer, New York:
Greg Hahn
Executive Creative Director:
Matt MacDonald
Senior Creative Director:
LP Tremblay
Senior Creative Director:
Erik Fahrenkopf
CD/Art Director:
Grant Mason
Kevin Mulroy
Director of Integrated Production:
David Rolfe
Group Executive Producer:
Julie Collins
Executive Producer:
Dan Blaney
Music Producer:
Melissa Chester
Senior Integrated Business Manager:
Cristina Blanco
Managing Director:
Mark Cadman
Senior Account Director:
Brian Nienhaus
Account Director:
Gati Curtis
Account Manager:
Johnny Wardell
Account Executive:
Sigourney Hudson-Clemons
Production Company:
Anonymous Content
Frederic Planchon
Executive Producer:
Eric Stern
Paul Ure
Director of Photography:
Jody Lee Lipes
Work Editorial
Rich Orrick
Assistant Editor:
Adam Witten
Assistant Editor:
Trevor Myers
Sari Resnick
Visual Effects:
The Mill
EP/Head of Production:
Sean Costelloe
1st AD/Line Producer:
Nirad 'Bugs' Russell
VFX Supervisor:
Gavin Wellsman
2D Lead:
Gavin Wellsman
2D Lead:
Krissy Nordella
2D Compositor:
Michael Smith
2D Compositor:
Chris Sonia
2D Compositor:
Keith Sullivan
2D Assist:
Heather Kennedy
2D Assist:
Sungeun Moon
2D Assist:
Yoon-sun Bae
2D Assist:
Marco Maldera
Yili Orana
Corey Langelotti
Pre Vis Artist:
Jeffrey Lee
Charlotte Carr
Clemens den Exter
The Mill
Aline Sinquin
Music House:
Executive Producer:
Dain Blair
Sound Design:
Brian Emrich
Original Music Composed By:
Rob Simonsen
Motions Graphics and Titles:
Audio Post:
Steve Rosen
Audio Post Executive Producer:
Justine Cortale

See more credits

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