AT&T's Latest 'It Can Wait' PSA

Timed to coincide with the start of the Memorial Day Weekend, AT&T, in partnership with Verizon, Sprint and T-Mobile, this week launches the latest PSA in its “It Can Wait” don’t text and drive public education campaign, which originally debuted in December 2010. 

 
In the new PSA, created by BBDO New York, we meet Xzavier, a boy whose life has been changed forever as a result of an accident that was caused by texting while driving—he was walking in a pedestrian crosswalk when struck by a driver who was texting. The spot drives to the initiative’s homepage: www.itcanwait.com where viewers can pledge to never text and drive.

 

 

To date, more than 1.5 million people have already taken the pledge.

Notably, the work was directed by Werner Herzog, one of the greatest figures in documentary film-making, who brings his unique point of view to this meaningful cause in his first ever commercial production.
 

Credits

Agency: BBDO New York
Client: AT&T
Title: “Xzavier”

 
Chief Creative Officer: David Lubars
Executive Creative Director: Erik Fahrenkopf
Executive Creative Director: LP Tremblay
CD/Copywriter: Peter Albores
CD/Art Director: Hunter Fine
Group Executive Producer: Julie Collins
Producer: George Sholley
Executive Music Producer: Melissa Chester
 

Production Company: Saville Productions
Executive Producer: Rupert Maconick
Line Producer: Cliff Schumacher
Director: Werner Herzog
Director of Photography: Peter Zeitlinger

 
Music Composer: Mark Degli Antoni

 
Edit House: Rock Paper Scissors
Executive Producer: Eve Kornblum
Producer: Melanie Gagliano
Producer: Toby Louie
Editor: Biff Butler
 

Visual Effects House: Company 3
Colorist: Stefan Sonnenfeld

 
Audio: POP Sound
Audio Engineer: Zac Fisher
Executive Producer: Susie Boyajan