BBDO in New York has created Daybreak, a new campaign for telecommunications company AT&T, which includes a five-part drama created by the ad agency and Tim Kring that will play out in weekly episodes online.

The first episode of Daybreak (shown above) debuted online on daybreak2012.com last week and introduced viewers to Ben Wilkins, an easygoing guy who gets unwittingly caught up in a global conspiracy. Unlike many similar branded content projects, the first episode of Daybreak is genuinely absorbing, featuring top notch acting and production values. AT&T products are placed sporadically throughout the film, naturally, though with the ubiquitous presence of smart phones and mobile technologies in our lives these days, even this doesn’t seem too jarring. The series is directed by 24’s Jon Cassar, and has a similar pace and style to the hit TV show.

For those who want to engage in the story more, BBDO has also created an App, based around an underground group, the Jack Boxers, who help Ben out on his mission. The app can be downloaded via the website for free for both Apple and Android devices.

Each new episode of Daybreak will air online on Thursdays at 9pm EST, just like a TV show. Check out the new episode tonight at daybreak2012.com.

Credits:
Agency: BBDO New York
Chairman/CCO: David Lubars
Executive creative director: Greg Hahn
Senior creative directors: David Carter, Adam Reeves
Creative director: Danilo Boer
Executive producers of content & development: Julian Katz, Nicholas Gaul
Interactive executive producers: Clemens Brandt, Joe Croson
Associate interactive producer: Emily Cohen
Production company: RSA Films, LA
Director: Jon Cassar
Interactive production company: North Kingdom, Stockholm
Creative director: Marcus Ivarsson
Mobile production company: Monterosa, Stockholm