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ANDY Awards

Creative Award
New York, United States
AT&T - "Quit Cable" by ANDY Awards 2019

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TitleQuit Cable
Agency
Campaign More For Your Thing
Advertiser AT&T Inc.
Brand AT&T
Date of First Broadcast/Publication 2018 / 10
Business Sector Consumer Electronics & Audio-Visual
Story The campaign targets current cable TV subscribers and encourages them to “quit cable” and switch to DirecTV. Multiple executions in the campaign focus on the advantages of switching to DirecTV, such as more live sports in 4K. It’s all part of the “More for your thing” brand platform launched by AT&T earlier this year.

The new work was directed by Taiki Waititi, the hot New Zealand director who recently helmed the last installment of the Thor Marvel comic series. The advertising will run through the end of the year.

The work was created by BBDO out of its newly established LA-based operation. The media agency is Hearts & Science.
Media Type Television & Cinema
Length
AI Description The ad portrays a passionate speech from a football coach in a locker room setting, urging players to embody the spirit of champions. The powerful narrative emphasizes what champions do: they don't back down, settle, or quit except when it comes to quitting cable. The visual depicts players in blue uniforms, listening earnestly and cheering as they embrace the motivational message. The ad transitions to highlight DirecTV's offering of more live sports in 4K, connecting the theme of 'quitting cable' with switching to DirecTV. Energetic scenes of the team celebrating the message convey the idea of taking positive action.
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