In AT&T’s Close to Home, we are introduced to six characters on a perfectly average day. Their lives are then irrevocably changed by the devastating consequences of a seemingly innocent glance at a phone while driving. No post is worth a life. It Can Wait.
This commercial for AT&T warning against the dangers of mobile phone use while driving has won “Best in Show” honors tonight at The AICP Show: The Art & Technique of the American Commercial at The Museum of Modern Art in New York.
The nearly four-minute digital spot, “Close to Home,” from BBDO New York and directed by Frederic Planchon of Anonymous Content, shows how a mother’s brief glance at a social media post leads to a devastating car crash that changes the lives of six people in an instant. Honored in the category of Advertising Excellence/Single Commercial, the ad follows the characters on what appears to be just another ordinary day until they experience a horrendous head-on collision, either as the drivers involved in the crash or as witnesses. Slow-motion cinematography replays the accident in reverse to bring the viewer back to the mother’s distracted moment and the message, “It Can Wait.”