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June 28, 2010

AT&T creates lavish undersea adventure in 3-D in new BBDO ad

Posted on Mon Jun 28 2010

Moviegoers would be forgiven for assuming this latest AT&T "Rethink possible" ad is a coming attraction for Finding Nemo 2. Shot in 3-D, the BBDO-produced animated spot shows a small fish trying to squirrel away a small orange ball. Being a small fish, he gets harassed by bigger fish and eventually drops his prize. Then he breaks away toward a light visible above the surface. Looking over the waterline, he spots endless trees dropping the orange balls. The message: Look beyond your current comfort zone, and you may be lavishly rewarded. Or something like that. Does it relate to AT&T? Yeah, I guess, if you think about it. Maybe more if you look at the big picture: AT&T has produced a cinematic 3-D spot with an original score, therefore allowing viewers to rethink what's possible in a TV/cinema spot. Note: A BBDO rep said the spot, which was produced with movie audiences in mind, made its debut yesterday during ESPN's 3-D's coverage of the World Cup.

—Posted by Todd Wasserman

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