SANTA MONICA, CA — T-Mobile’s Little Ones commercial advocates for equal pay by showing a diverse group of babies, each with the promise of unlimited potential. The spot was conceived by agency Laundry Service and was produced by Arts & Sciences, with Todd Krolczyk directing.
In Little Ones, the camera appears to remain stationary, while the babies are slowly brought into view via a rotating table. Nirvana’s “All Apologies” track has been given a light treatment that relaxes the babies, much like a child’s nursury toy.
The :60 spot was edited by Arcade Edit’s Kim Bica. Timber handled visual effects and Apache provided the color treatment. Eleven handled audio post, with Ben Freer serving as sound designer/mixer and Andrew Smith assisting.
Actress Kerry Washington’s voiceover was recorded by Studio Awesome.