AT&T is running “Xcavier”, the latest PSA in the “It Can Wait” don’t text and drive public education campaign launched in 2010 in partnership with Verizon, Sprint and T-Mobile. Timed to coincide with the start of the Memorial Day Weekend, the commercial focuses on Xcavier, a boy whose life was changed forever by an accident that was caused by texting while driving. H was walking in a pedestrian crosswalk when struck by a driver who was texting. Viewers are invited to visit www.itcanwait.com where they can pledge to never text and drive. To date, more than 1.5 million people have already taken the pledge.
The Xcavier spot was developed at BBDO New York by chief creative officer David Lubars, executive creative directors Erik Fahrenkopf and LP Tremblay, creative director/copywriter Peter Albores, creative director/art director Hunter Fine, group executive producer Julie Collins, producer George Sholley, executive music producer Melissa Chester
Editor was Biff Butler at Rock Paper Scissors with executive producer Eve Kornblum, producers Melanie Gagliano and Toby Louie.
Colorist was Stefan Sonnenfeld at Company 3.
Sound was designed at POP Sound by audio engineer Zac Fisher and executive producer Susie Boyajan.