AT&T were official sponsors of Team USA at the Games. The company took on an interesting challenge with its Olympic advertising. Rather than running ads congratulating Team USA medalists, AT&T and its agency BBDO New York, decided to integrate the most recent wins directly into their advertising.
The campaign has a theme of 'creating the new possible'. As world and Olympic records fell, these new times were inspiring up and coming athletes.
Three sports were chosen for the campaign - swimming, gymnastics and track. Various combinations of aspiring athletes, male and female were shot being inspired by the latest record breaking win. The relevant footage, once the medal was won, was dropped into the smart phones in post production.
Within 24 hours of Ryan Lochte win, this ad was on the air.