Thursday, July 8, 2010

AT&T's "Whole New World"

If you like cute stuff or Finding Nemo, you'll love BBDO's latest installment of AT&T's "Rethink Possible" campaign.

This spot (which actually seems like it could be a Pixar movie trailer) features a little fish who discovers some sort of fancy glowing fruit. Unfortunately our little hero is just that - little... and the fruit is thrown, dragged, snatched, and yanked by bigger and scarier sea creatures who each want it for themselves. Suddenly it lands right in our little main character's arms (or fins if you will) and when you finally think he's won it for good - you're wrong. A fish 10 times his size appears and shoots him up through the water to the surface. It's here, however, that our little guy discovers trees just full of those weird little fruits.

The characters, art direction, and soundtrack of this commercial are great, but I fear the message may get a little lost in the overall concept. "Expand your world," the ad says. Will it sell AT&T a bunch of contracts? Probably not.. but it's a pretty little piece of art.

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