AT&T spot featuring presidential parents packs an emotional punch

By Kate Ward
Updated June 25, 2010 at 04:00 AM EDT

Don’t worry — you’re not the only one affected by AT&T’s ”Ripple Effect” commercial, which shows two proud parents at their son’s presidential inauguration and then flashes back to the couple’s chance meeting on a train (courtesy of the guy’s AT&T phone, natch). ”People who have seen it have sent me tweets saying they’ve cried,” says Greg Hahn, executive creative director of BBDO, the agency that created the spot. Hahn says they set out to produce an emotional ad, based on chaos theory, that proved a ”split second can make all the difference in the world.” Stars Catherine Kresge and Jay Hayden say they’re often approached by fans of the elegantly edited spot. ”I’ve had a wide range of feedback,” Hayden says. ”’It’s so uplifting!’ ‘We’re so proud!’ ‘You need to cut your hair!’ — the last comment [comes] from my father.”

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