The Drum Awards Festival - Content

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Agency: McCann
Client: Qualcomm
Date: Jun 2017
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People love their smartphones. And while they think that's because of the screen or the camera or all those apps, the reality is that what people really love – what they can't live without – is the Qualcomm technology that makes it all possible. After all, Qualcomm invented the smart behind every phone.

The 'Ignore This' spots acknowledge that when commercial breaks come on while you’re watching TV, a lot of people naturally look to their smartphones to see what’s going on. But since Qualcomm invented the technology that makes smartphones so mesmerizing and indispensable, they are totally okay with that. So watch the commercial, or go ahead and “ignore this” and check your smartphone. Either way, you're getting a whole lot of Qualcomm.

The campaign runs through September 30 across TV, OOH, digital, social and print.



Eric Silver: North American Chief Creative Officer

Sean Bryan & Tom Murphy: Co-Chief Creative Officers, McCann NY

Bill Wright: Global Executive Creative Director

Vince Lim: Creative Director

Josh Grossberg: Group Creative Director

Nathan Dills: Copywriter

Nathy Aviram: Chief Production Officer

Alexis Mead: Senior Integrated Producer

Ethel Jones: Senior Project Manager

Neil Frauenglass: Co-head/Account Management

Emma Goode: Account Supervisor

Alex Thompson: Assistant Account Executive

Eldad Heilweil: Group Strategy Director

Danielle Noto: Strategy Director

Chris Cooper: Strategist


Dan Novak: SVP Global Marketing

Susan Lansig: VP Global Brand Marketing

Liya Sharif: Senior Director Global Brand

Kevin Wakefield: Director Global Brand

Tami Dunnam: Manager Corporate Brand

Park Pictures: Production Company

Lance Acord: Director

Jackie Kelman Bisbee: Executive Producer

Justin Pollock: Executive Producer

Anne Bobroff: Head of Production

Michaela Johnson: Producer

Exile: Edit

Matt Murphy: Editor

Evyn Bruce: Producer