AT&T's New Cinema Ad Is a Buzzer Beater, but Not the Way You'd Expect

The first half of AT&T’s new cinema ad is so believable as a basketball drama that it will be all but impossible for moviegoers to guess at the real source of the hero’s talent. 

Let’s just say he’s wired like no hoops stars who’ve come before him. 

The spot is part of a series of extreme-plot-twist commercials from BBDO New York, advertising the range of content you’ll get with AT&T. Daniel Wolfe directed two previous installments, which broke earlier this year. Steve Rogers of Biscuit Filmworks takes the helm for “Shot.” 

The work is entertaining and suitably cinematic, given the venue where it’s being shown. The campaign is part of AT&T’s continuing partnership with NCM (National Cinema Media) and Hearts & Science, AT&T’s media agency. 

“Shot” will begin airing over the Thanksgiving holiday weekend, running before films such as The Nutcracker and the Four Realms and Spider Man: Into the Spider-Verse. 

CREDITS

AT&T
NCM Cinema
Shot :90

Creative Agency: BBDO
Chief Creative Officer BBDO Worldwide: David Lubars
Chief Creative Officer BBDO New York: Greg Hahn 
Group Executive Creative Director : Matt MacDonald 
Executive Creative Directors: David Povill, David Cuccinello
Creative Directors: Kevin Mulroy, Dan Kenneally
Group Executive Producer: Julie Collins
Executive Producer: Jessica Coccaro
Director of Integrated Production: David Rolfe
Business Manager: Ashley Lipham
EVP, Managing Director: Doug Walker
EVP, Managing Director: Rachel Nairn
SVP, Senior Director: David McKenzie
Account Director: Allie Knill
VP, Director of Project Management: Colin Vidika
Head of Integrated Planning, EVP: Angela Jones
Communications Planning Director: Mac Russell

Media Agency: Hearts & Science
President, Hearts BBDO Team, AT&T: Ralph Pardo
Hearts & Science, Group Director: 
OOH Investment: Vanessa Hartley
Hearts & Science, Supervisor: 
OOH Investment: Kat Hamilton
Hearts & Science, Sr. Media Director: Alina Kulesza
Hearts & Science, Media Director: Chantal Villain

Production Company: Biscuit Filmworks
Director: Steve Rogers
Partner/Managing Director: Shawn Lacy
Executive Producer: Jeff McDougall
Executive Producer: Holly Vega
Head of Production: Rachel Glaub
Head of Production: Mercedes Allen
Line Producer: Karen O’Brien 
Director of Photography: Adam Arkapaw 
Production Designer: Bruce McCloskey

Editorial Company: Work Editorial
Executive Producer: Jane Dilworth
Executive Producer: Erica Thompson
Producer: Jamie Lynn Perritt
Editor: Rich Orrick
Assistant Editor: Chris O’Brien

Telecine Company: Company 3
Telecine Artist: Tim Masick
Producer: Kevin Breheny

Visual Effects Company: Kevin
ECD/Partner: Tim Davies
Head of CG/CG Supervisor: Mike Dalzell
Senior Executive Producer/Parnter: Sue Troyan
VFX Producer: Jami Schakel

Music /Sound Design Company: JSM
CCO: Joel Simon
Executive Producer: Jeff Fiorello 
Composers: Nathaniel Morgan, Jason Krebs,
Joel Simon: 
Sound Designer : Nathan Kil

Audio Finishing: Sonic Union
Engineer: Paul Weiss
Producer: Justine Cortale, Pat Sullivan