AT&T turned a fake song from an ad into a full music track—after fans requested it

'Summertime Lover' was an unfinished song by a fake boy band

Published On
Oct 04, 2019

Editor's Pick

You never quite know what the reaction to an ad is going to be: sometimes it's quite unexpected. 

Back in the summer, AT&T launched an ad by BBDO Los Angeles which featured a (fake) boy band at a concert, singing part of a song called "Summertime Lover"—the point of the ad is that the band doesn't dance, which is "just OK," whereas AT&T can offer you a "better than just OK unlimited plan."

Viewers may well have taken that message on board, but what they also took away from the ad is that they loved the track. It prompted tweets, YouTube comments and ultimately, two petitions on Change.org to demand a full-length version. These attracted hundreds of signatures.

“We’ve seen tweets about people making 300 Likes their group Halloween costume, tweets requesting 300 Likes as the Super Bowl halftime show, tweets where people type out the full lyrics,” says BBDO L.A. creative director Cooper Olson.

BBDO and music company South Music & Sound responded, releasing the song as a full length track and music video, seen here, and calling the band “300 Likes.”  The agency worked with Rich + Tone, creative directors for the current Backstreet Boys tour, for authenticity and choreography.

“We had plans for a full-length version from the start,” admits BBDO L.A. Art Director Kory Brocious. “But we didn’t expect a whole online movement to really release it as the song of the summer, or become the unofficial anthem of college football.”

In the meantime, we suggest One Direction take note and get back together—because people are obviously crying out for a new boy band to love.

Credits

Date
Oct 04, 2019
Client:
AT&T
Agency:
BBDO - Los Angeles
Chief Creative Officer Worldwide:
David Lubars
Chief Creative Officer New York:
Greg Hahn
EVP Group Executive Creative Director:
Matt MacDonald
Executive Creative Director:
David Povill
Executive Creative Director:
David Cuccinello
Creative Director:
Cooper Olson
Creative Director:
Wendy Leicht
Art Director:
Kory Brocious
Copywriter:
Ally Farrish
VP Director of Project Management BBDO:
Colin Vidika
Project Manager BBDO:
Kelli Szymczak
Managing Director:
Rachel Nairn
SVP Senior Director:
Tobey Bennett
SVP Senior Director:
Stacia Parseghian
Account Director:
Andrea Bass
Account Supervisor:
Jhordan Ford
Chief Strategy Officer:
Crystal Rix
EVP Head of Brand Planning:
Tim Millar
Director Brand Planning:
Reza Rostampisheh
Senior Brand Planner:
Alex Morrison
Head of Integrated Production:
Dave Rolfe
Group Executive Producer:
Julie Collins
Executive Producer:
Andrew Tucci
Producer:
Whitney Husnik
Production Company:
Moxie Pictures
Director:
Martin Granger
Executive Producer:
Karol Zeno
Producer:
Heidi Soltesz
Editorial Company:
Cabin Edit
Editor:
Chan Hatcher
Producer:
Liz Lydecker
Visual Effects Company:
The Mill
VFX Supervisor:
Phil Crowe
VFX Lead:
Ahmed El-Amza
Producer:
Michele Watkins
Music Company:
South Music & Sound Design
Creative Director:
Jon Darling
Creative Director:
Dan Pritikin
Songwriter:
Nathan Walters
Producer:
Ignacio Zas

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Project Type