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BBDO New York Ruins Classic Beach Boys Song for AT&T

This one’s been making the rounds for awhile, but we figured we’d add our two cents since it involves the ruining of a classic Beach Boys track. BBDO New York employs the Beach Boy’s “Wouldn’t It Be Nice” for their latest AT&T campaign. In the debut spot, “Sing Anthem” people in everyday situations randomly start singing the song as if they’re on Glee or something.

To be fair, BBDO does a passable job of connecting the song to AT&T’s message of helping “people and things speak the same language” and a good job of illustrating the point visually. But people of various walks of life (including an operatic news reporter) randomly bursting into song is a lot to swallow, and that the song is a personal favorite makes it even harder to take. The spot, which BBDO collaborated with Biscuit Filmoworks and editorial company Rock Paper Scissors to make, is part of a broader campaign that employs “Wouldn’t It Be Nice” as a theme song in each of its commericals. Thankfully, “Sing Anthem” is the only one of these to turn everyday life into a cheesy impromptu musical. Stick around for credits and “Sing Network” after the jump.

Credits:

Client: AT&T
Campaign: “Mobilizing Your World”
Titles: “Sing Anthem,” “Sing Food Truck,” “Sing Better Business,” “Sing Network”
Launch: April 2014

Agency: BBDO New York

Production: Biscuit Filmworks
Directors: Noam Nurro (“Sing Anthem,” “Sing Network”), Aaron Ruell (“Sing Food Truck,” “Sing Better Business”)

Editorial: Rock Paper Scissors
Editors: Stewart Reeves (“Sing Anthem,” “Sing Network”), Frank Snider (“Sing Food Truck,” “Sing Better Business”)
Executive Producer: Carol Lynn Weaver, Eve Kornblum

“Sing Network” Credits:

Advertising Agency: BBDO, New York, USA
Chief Creative Officers: David Lubars, Greg Hahn
Executive Creative Director: Matt MacDonald
Creative Director: Matt Vescovo
Copywriter: Bill Heater
Art Director: Marc Klein
Group Executive Producer: Julie Collins
Executive Producer: Diane Hill
Assistant Producer: Sasha White
Executive Music Producer: Melissa Chester
Senior Account Director: Walker Teele
Account Manager: Ashley Gill
Production Company: Biscuit Filmworks
Director: Noam Murro
Director of Photography: Eric Schmidt
Music House: Human
Composer: Sloan Alexander
Edit House: Rock Paper Scissors
Editor: Stewart Reeves
Assistant Editor: Luke Mcintosh
Visual Effects House: Spontaneous

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