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"We must have written 400 versions of the script"

by RickDuris
8 replies
Remember the Coke "I'd Like to Teach the World to Sing" brand campaign?

AT&T wants to do the same...

Read more and watch the commercials: Inside BBDO's Harmonious New Brand Campaign for AT&T | Adweek

What I like best about the article?
"We must have written 400 versions of the script," said BBDO executive creative director Matt MacDonald.
Most business owners, marketers and entrepreneurs think creative flashes of brilliance are what we do all day long. But there's something to be said for putting some creative muscle into what you do to get it just right.

I like the commercials. I think they got it right.

But then again, I like the Beach Boys.

See what you think: Inside BBDO's Harmonious New Brand Campaign for AT&T | Adweek

- Rick Duris

PS: Does the ad want to make you want to switch to AT&T?

PPS: The tin foil hat conspiracy theorist in me finds the commercials a little disturbing. :\
  • Profile picture of the author Mark Pescetti
    I like the ad. And I like campaign idea/tag.

    It has more specificity... and shows more real-life, everyday benefits than the "Rethink Possible" slogan/campaign.

    But the "Mobilizing Your World" doesn't feel like it was fully explored and driven home to me.

    Good stuff though. Interesting window into brand advertising.

    Mark
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  • Profile picture of the author Johnny12345
    I watched the videos and was not impressed at all.

    If it took them *400* tries to do THAT, the agency folks involved might want to consider switching careers to either the fast food or housekeeping industries.

    John

    P.S. But I do like the Beach Boys (and Ghostbusters).
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  • Profile picture of the author RickDuris
    Infinitely better than "Rethink Possible".

    Johnny, "impressed" is a good word. You didn't get a feeling from watching them.

    Behind the scenes, branding is all about evoking/provoking the feelings you want in a market. I think the spots do the job in that respect.

    - Rick Duris
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  • Profile picture of the author Ron Lafuddy
    I like the Beach Boys, too. The ad made me think of Brian Wilson and the genius that he was.

    Also made me think that Brian and the group, probably aren't making a dime for the use of the song, as Brian's dad sold the rights, way back when.

    Some interesting scenes but it didn't make me think of AT&T at all.
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  • Profile picture of the author rakhwas
    im not impressed with those 400 times they changed the script, seriously 400 times, they should be ashamed xD
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  • Profile picture of the author Raydal
    I'm all for testing but I guess you can write 400 versions when you have
    one writer for each version. But at the same time I get the impression
    that those version were 'discussed' but never tested in the real world
    so this leaves the question: why so many versions?

    -Ray Edwards
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  • Profile picture of the author The Copy Nazi
    Banned
    Yawn. Nothing new here. Dud.
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  • Profile picture of the author RickDuris
    Damn. You guys are harsh.
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