Phone and Internet usage is something consumers expect and give little thought to…unless something goes wrong.

Verizon salutes its hard-working engineers who ensure it remains “America’s most reliable network” with a 60-second spot, “Give It All.”

Speeding up the iconic Frank Sinatra tune “My Way” to an upbeat tempo, the spot shows the lengths and heights Verizon workers go to maintain network reliability. Employees are seen working at all hours in mud, desert and snowy areas, climbing large towers in extreme climates and becoming the calm after the storm as they reconnect consumers.

“To win it all, we give it all,” closes the ad, created by agency The Community.

“‘My Way’ is the reflection of the spirit and attitude of Verizon and its employees,” says Andrew McKechnie, chief creative officer of Verizon. “Network is a challenging thing for people to understand. It’s an invisible product. As reliable as it is, it’s taken for granted. We’re accustomed to luxuries like internet and phone. We must live up to the ideal.”

Digital and social components accompany the TV ad, which the company says marks the first time the spotlight was placed on actual Verizon employees.

“My Way” is an offshoot of a social campaign—“Best for a Good Reason”—in which Verizon explains what the company does and why.

“It shows the length our engineers go to do their jobs,” McKechnie says. “Climbing towers, trekking through rough terrain to make sure people are connected in the dead of winter. The internal mindset to always do things right. Our mantra is more than just an expression. Thousands of employees every day give their all. To win it all you have to give it all.”

CREDITS:

Agency: The Community

Founder & Chief Creative Officer: Joaquin Mollá

Executive Creative Director: Graham McCann

Creative Director: Raphael Franzini

Creative Director: Yoav Attias

ACD / Art Director: Carlos Bedoya

Sr. Copywriter: Rick Abbott

Art Director: David Egan

Art Director: David Segura

Sr. Copywriter: Ryan Nerz

VP, Head of Integrated Production: Laurie Malaga

Lead Production Director: Carlos Gutierrez

Producer: Gus Gomez

VP, Executive Strategy: Julie Liss

Group Strategy Director: Brad Filice

EVP, Managing Director: Benjamin Bittman

VP, Managing Director: Ana Bermúdez

Sr. Brand Lead: Rosemary Rosas

Brand Supervisor: Sarah Silberstein

Sr. Brand Associate: Cosette Martinez

Business Affairs Director: Natalie Greenman

Business Affairs Manager: Daphne Papadopulos

Production: The Makers Lab

Editor: Gary Knight

Assistant Editor: Louis Palacios

Senior Post Production Manager: Sharon Campos

Senior Post Producer: Edwina Lantigua

VFX Supervisor: Nicolas Cragnolino

Senior Audio Engineer: Jeannine Guenther

Music: Human

Executive Producer: James Dean Wells

Producer: Josh Green

Composer(s) / Arranger(s): Thomas Keery & Andy Bloch

Audio Post: Post Human

Producer: Craig Caniglia

Sound Design: Sloan Alexander

Mix Engineer: TJ Dumser

Brand: Verizon

EVP, Chief Marketing Officer: Diego Scotti

SVP, Chief Creative Officer: Andrew McKechnie

VP, Marketing Communications: David Bowen

Marketing Director: Ricardo Aspiazu

Senior Manager, Consumer Creative Marketing: Jordan Liebman

Marketing Communications and Brand Manager: Natalie Connelly