If you haven’t seen it by now, you owe it to yourself to take a few minutes and watch Close to Home, the latest in the It Can Wait campaign from AT&T.
Go ahead, we’ll wait.
As good as this piece is, for those of us in the ad world, the story behind it is even better.
Recently, Ad Age published The Story Behind AT&T’s Disturbing Phone-Safety Ad, Ann-Christine Diaz goes inside baseball on the film, how it was made, and the thinking behind it.
A few notable nuggets from the article:
AT&T research found that while the general audience, namely, consumers in their 30s, had agreed with messages from the previous ads, they were “rationalizing, giving reasons why they could [use their phones and drive] safely, whether it’s because they’re an experienced driver, or doing it at a stop sign,” among other things, said Ms. Kuckelman. Moreover, it showed that not just texting or email, but social media and other phone activities were contributing to accidents.
“The agency brief started with, ‘think of this not as an advertising campaign but an opportunity to save lives,'” Mr. Planchon said. “They wanted the tone to be raw and emotional.”
Take a few minutes and read the entire article. It’s worth it.
In the end, however, this a fact that we’ve seen over and over — in the right hands, a well-crafted creative brief provides the framework, and the opportunity, to do some amazing work.
If you’re on the creative side, insist on them. If you’re on the account side, write them. Then rewrite them. Make them better. Your client — and your agency — with thank you for it.