Reese Witherspoon sets off a female "chain reaction" in a new spot created to mark a partnership between AT&T and Witherspoon's "Hello Sunshine" media company to launch a video on demand channel.
In the film, Witherspoon starts the process by posting a photo of the word "Unstoppable" as she reads a book. Her post in turn inspires a young skateboarder, a photographer, a student taking her first steps into politics, a physicist and a music video maker. The final person in the chain is a scriptwriter, and things come full circle as she pitches her script to Witherspoon, who asks "What inspired you?" Director Jaci Judelson and director of photography Laura Merians shot the film, production of which involved a largely-female crew.
Created via BBDO, Hello Sunshine and AT&T's Hello Lab, the film promotes the Hello Sunshine Video On Demand (VOD) channel, whose aim is to produce engaging and distinctive narratives with women at the center. It will premiere two female-driven original series: Witherspoon's first unscripted series, "Shine On with Reese," starting July 17 and the Home Edit's "Master the Mess," premiering Sept. 4.
Witherspoon launched Hello Sunshine in November 2016 in partnership with The Chernin Group and AT&T's Otter Media portfolio.