AT&T Film LAST TEXT by BBDO New York

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Industry Mobile Communications
Media Film
Market United States
Agency BBDO New York
Director Henry Alex-Rubin
Executive Creative Director Greg Hahn, Bill Bruce
Art Director Brandon Mugar
Copywriter Adam Reeves
Account Supervisor Gayle Weiss, Brandon Fowler, Kristen Roche
Editor Geoff Richmond
Production Smuggler
Released December 2010

Credits & Description

Category: Internet Film
Advertiser: AT&T
Product/Service: AT&T
Agency: BBDO NEW YORK
Production Company: SMUGGLER, New York, USA
Date of First Appearance: Dec 20 2010
Chief Creative Officer: David Lubars/Bill Bruce
Executive Creative Director: Greg Hahn
Copywriter: Adam Reeves
Art Director: Brandon Mugar
Agency Producer: Bob Emerson (Executive Producer)/Melissa Chester (Music Producer)
Account Supervisor: Gayle Weiss/Brandon Fowler/Kristen Roche
Director: Henry-Alex Rubin
Editor: Geoff Richmond
Music: Rumor Mill (Music House)/Josh Ralph (Composer)
Director Of Photography: Matthew Woolf

English Description
Our objective was to encourage drivers (especially heavy-texting teens) to realize that no text message is worth losing their life over, and to stop texting and driving.

We created a documentary using the actual “last texts”—messages people were reading/writing when they were killed in an auto accident—to juxtapose the insignificant content of the messages with the major impact they had on people’s lives, powerfully making the point that no message is worth dying over.

The film was distributed through AT&T’s cable TV service and online, and is being put to use by schools and national safety organizations as part of driver’s education programs. The film has been watched millions of time on YouTube, featured in the New York Times and on CNN and Good Morning America, and has encouraged thousands of teens to sign our anti-texting while driving pledge, and many more to stop texting and driving.