BBDO Ad: A Mom’s Social Media Post Shatters Lives

A Simple Distraction Leads to Devastating Consquences

By Ann-Christine Diaz


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 woman gets her child ready to go out and chats with her husband on her cellphone as they go to 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 involving the entire family.

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….

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

Read More…

About Zoran Opalic

Professional in design and publishing industry. Conceptualize and orchestrate designs and redesigns that effectively reinforce and build brand images. Proven ability to drive record-high campaign in increasing publication sales and execute successful product launches...


No comments yet.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Aston Martin DB10

Production will be strictly limited to 10 of the bespoke sports cars, developed and built by the designers, engineers and highly skilled craftspeople at Aston Martin’s Gaydon headquarters.

Architect Oscar Niemeyer

"My work is not about form follows function, but form follows beauty or, even better, form follows feminine."

BACK to BASICS: Portraits

Portraits of people are one of the first elements of the photography used in newspapers.

Typography: x-heigh

In typography, x-heigh refers to the heigh of lower case letters without upper or lower parts when compared to capital letters...

Designer George Lois

“I always knew I was the most talented kid in the school, ” says George Lois of his time at Music and Art. “I was lucky to be exposed to the city’s best art education"...


Newspaper typefaces require a higher legibility then typefaces used for other printed products. Newspaper are printed on a paper of lesser quality under high speed.

How to redesign 1

Good redesign is driven by a deep understanding of the editorial mission of the publication.

Headline on photographs

The eternal dilemma! Dilemma of all editors on the planet Earth – to put or not put the headline or any kind of type in the photo.

Design Facts

Three elements that will greatly help you to understand how readers are observing you.

Typeface: NY Times Magazine

Sunday Magazine is an expansive family of fonts for information in tiny spaces and headlines at large sizes.


When, why and whether to use infographic. The basic fact is that infographic refresh the publication, and it contributes to originality of your product.

A well-designed publication

Everything that a well-designed publication must have...



%d bloggers like this: