AT&T has rolled out its 2014 Winter Olympics campaign, focusing on the athletes competing and the sacrifices they have made to be a part of Team USA.
The first 30-second spot of the campaign has been titled ‘hours’ and features skeleton racer Noelle Pikus-Pace.
The ad shows Pikus-Pace juggling family life and training for the Olympics, as the voiceover says: “There simply aren’t enough hours in the day, yet somehow they find time to train. Now it’s our time to show our support.”
Subsequent TV commercials will feature alpine snowboarder Justin Reider, short-track speed skater Alyson Dudek and Paralympic alpine skier Heath Calhoun and each will encourage viewers to use the hashtag #ItsOurTime to cheer the athletes on.
Additionally, a mobile app has been developed where users are able to record their own “U-S-A” chant to add to the Wall of Support which lives, along with the entire experience, on AT&T’s dedicated site here.
The fully integrated effort from AT&T was done in partnership with BBDO NY and Tool Interactive director Jason Nickel.