AT&T hit the jackpot in early April when it blended its two major golf partnerships – its sponsorship of The Masters tournament and its endorsement of Jordan Spieth – to launch a safety campaign about the dangers of texting whilst driving called ‘It Can Wait’.
The added bonus for the US telco was that its athlete ambassador front man won the tournament – thus adding a significant awareness multiplier effect to its socially responsible cause campaign.
At the vanguard of this pledge-based initiative was a documentary-style TV commercial, rolling out on 8 April, fronted by Spieth and largely shot at Augusta National itself when he was playing a practice round the previous month..
The spot’s narrative reflects a player’s Masters tournament journey: not only does it feature the eventual tournament winner hitting golf shots, putting and walking across the famous Hogan bridge, but also arriving at an airport, being in a hotel room and at a coffee shop (always with a phone always in his hand).
“I feel so fortunate to be out on Tour,’ says Spieth in the spot. ‘The only downside is being away from my friends and family. So I don’t know what I’d do without my phone. I use it to stay connected. I use it to remind me of what really matters most.’
He then climbs into a Masters courtesy car – a nice little piece of sponsor double-up product placement – and puts his phone in the glove box.
‘That’s why sometimes,’ he closes, ‘I don’t use it at all.’
(Perhaps this is also a subtle hint at The Masters ban on cellphones).
The ad’s tagling read: ‘Pro golfer Jordan Spieth doesn’t text and drive, because no text is worth a life’.
The commercial drivers consumers to the campaign microsite – http://itcanwait.com – where it offers further information about the dangers of texting whilst driving and urges consumers and golf fans to ‘ take the pledge’
This spot, Spieth’s first TV commercial for AT&T, debuted during ESPN’s coverage of the pre-tournament Masters Par-3 competition on the Wednesday before the main Major tee-off and then, as per AT&T’s rights as one of The Master’s three global sponsors, moved into the limited commercial space rotation during the tournament.
It also ran across AT&T’s own social media channels.
#ATTAthlete @JordanSpieth speaks out on the importance of not texting and driving. #ItCanWait http://t.co/xw87jzfGCX
— AT&T (@ATT) April 8, 2015
According to the campaign press release, what Spieth liked about the campaign was how it captured a day in his life when he’s on the road.
‘It was intriguing, because it draws people into my personal life — what I’m doing, day in and day out,’ Spieth explained.
‘I can draw an audience in, but it’s something universal. We’re hearing more and more stories about teens ignoring the dangers and adults setting a bad example. It needs to change direction.
Spieth also adds that he genuinely supports the cause.
‘This is more genuine, more natural and has a bigger impact. It’s something the entire audience can do. It’s not, “Hey, go buy this smartphone” This is very simple.’
Comment
This is an ongoing AT&T initiative, but this commercial marked the first time AT&T had featured Spieth in its TV creative since it first signed an athlete ambassador deal with the 21-year-old Texan in May 2014.
AT&T actually first started this project back in 2010 – again its campaign was about the cause rather than the company.
It ran with minimal branding and revolved predominantly around a full-on social media push – this initial phase resulting in more than six million pledges not to text and drive.
After Spieth’s victory, AT&T followed up the ‘It Can Wait’ work on 15 April with a more old-school, congratulatory online spot based around archive footage of a teenage Spieth talking about his golfing goals.
This was supported by real-time social media support and congratulatory content.
When you win on golf's biggest stage, the world applauds. Congrats @JordanSpieth, 2015 Masters Champion! #ATTAthlete pic.twitter.com/TiaqojiK7d
— AT&T (@ATT) April 12, 2015
This week's news #ICYMI: Congrats Jordan, Plenti saving coming soon & sleek new devices http://t.co/KTKwlkGMm6
https://t.co/lb7uanATZ8
— AT&T (@ATT) April 17, 2015
Both Spieth and AT&T must love it when a plan comes together!
Spieth’s multiyear AT&T deal includes making personal appearances and participating in social media and a series of promotions in addition to fronting advertising campaigns.
Spieth’s other endorsement deals include relationships with Under Armour, Rolex, Titleist, NetJets and Perfect Sense Digital
Links
AT&T It Can Wait Microsite:
AT&T YouTube
http://www.youtube.com/att
AT&T Facebook:
AT&T Twitter:
AT&T Instagram:
AT&T Website:
AT&T Google+:
https://plus.google.com/+ATT/posts
The Masters Website
Jordan Spieth Website:
http://www.jordanspiethgolf.com/
