Cingular Wireless is changing the conversation about cellphones with this ad for the Go Phone, promoting the cell phone as an aid for parent-teen relationships. The ‘Battle’ ad, released in August 2006, was nominated for Most Outstanding Commercial in the 2007 Emmy Awards. Since the ad was released Cingular Wireless has been merged into the new AT&T. A woman (Olivia Birkelund) confronts her daughter (Colby Minife) with the gift of a new Go Phone. The words are all about loving, appreciation and mutual respect. The tone is that of a heated battle. “Why do insist on treating me like an adult?” “Because you’re acting like one!” “Why is it I always get what I want?” “Well, do you have any idea how much this is not going to cost me?”
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The Cingular Battle ad was developed at BBDO New York and Atlanta by chief creative officers David Lubars and Bill Bruce, executive creative director Susan Credle, creative director/copywriter Mark Wegwerth, creative director/art director Christopher Cole, executive producer Peter Feldman.
Filming was directed by Alison Maclean via Park Pictures, with director of photography Ellen Kuras and producer Caroline Kousidon, editor Ian Mackenzie (Mackenzie Cutler), colorist Billy Gabor (Company 3). Sound was mixed by Tom Jacarone at Sound Lounge, New York.