AT&T – Butterflies, We and Team USA Soundtrack

AT&T and BBDO NY have recently been airing two commercials as part of their 2008 Beijing Olympic Games campaign. Butterflies (shown above) began airing about a week before the opening ceremonies with We premiering on August 8th.

AT&T is the “official telecommunications sponsor” of the Olympic Games and also secured an exclusive deal allowing them to offer live coverage of the games on their mobile network (A move that had Verizon grumbling).

Butterflies features American gymnast Nastia Liukin and promotes their live coverage of the games, available on the AT&T wireless network.

We, displayed below, shows us the three ways in which viewers can watch the Olympics via the AT&T network – by TV, PC and mobile phones.

“The three-screen spot covers all of our business technologies,” said Daryl Evans, VP-advertising and marketing communications at AT&T. “ “We’ is a brand ad that captures the excitement of being a fan of Team USA.” [source]

In addition to traditional advertising methods, AT&T has also released a “Team USA Soundtrack” with parts of the proceeds supposedly going to help the US Olympic Team (whatever that means). These songs will be available for 99 cents each from iTunes or from their special soundtrack website –

Songs included were:

  • Champion” by Queen Latifah;
  • Realby Goo Goo Dolls;
  • The Champion in Me” by 3 Doors Down;
  • So Glad We Made It” by Sheryl Crow;
  • Lift Me Up” by Kate Voegele;
  • “Warrior” (Team USA edition) by Nelly;
  • I Was Here” by Lady Antebellum;
  • Incredible” (acoustic) by Clique Girlz;
  • Somethin’ Special” by Colbie Caillat;
  • Champion” by Flipsyde;
  • “Perfect” (acoustic) by Army of Me;
  • To Remember” by Josh Kelley;
  • Change” by Taylor Swift,
    – “Rise” by Mere;
  • Dreamer” by Chris Brown;
  • and the exclusive “No Me Doy Por Vencido” by Luis Fonsi.
  • For Butterflies:
    Lauren Connolly and Tim Bayne were the Copywriter/Art Director duo. Pysop was the post-production company used with original music from Amber Music. Todd Mueller was the director (Brett Nicoletti edited).

    For We:
    Lauren Connolly and Tim Bayne also created this piece but The Director’s Bureau was used as the production company. Mike Mills was the director with Haines Hall as the editor. Sea Level was the FX/SFX company along with Spotwelders as the post-production company.

    Music was The Crane’s Wife by The Decemberists.


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    1 comment

    1. slight correction : the “We” spot features the song “The Crane Wife 3” by The Decemberists (from their album The Crane Wife)

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