BBDO Launches ‘Legends’ for AT&T in Time for March Madness
Posted in: UncategorizedBBDO New York & Atlanta launched a series of “Legends” spots for AT&T’s March Madness campaign featuring retired basketball greats Shaquille O’Neal, Julius “Dr J” Erving, Clyde Drexler and Christian Laettner.
The spots find room for each of these talents, but lean pretty heavily on O’Neal for humor. In the above “Strong Nickname” for example, O’Neal demonstrates how he got the nickname “The Big Dance” in college. Another broadcast spot focuses on the irony of Laettner saying “You can’t just get to the Sweet 16 and just rest on your laurels” while literally resting on his laurels.
BBDO New York and BBDO Atlanta also created a pair of pre-roll ads featuring the stars giving “Tourney Tips,” such as Drexler demonstrating how to avoid getting noodle arms from watching too many games and Shaq addressing what to do if your team gets upset. The campaign made its broadcast debut yesterday during the NCAA Selection Show, with new spots set to roll out throughout the tournament.
Credits:
Agency: BBDO New York & Atlanta
Client: AT&T
Campaign: March Madness Legends
Title: “Strong Nickname”, “Strong Team”
Pre-rolls: “Bracket Curls”, “Upset”
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
Executive Creative Director: Matt Macdonald
Senior Creative Director: Rob Munk
Senior Creative Director: Mark Voehringer
ACD/Art Director: Jesse Snyder
ACD/Copywriter: Tim Wassler
Group Executive Producer: Julie Collins
Senior Producer: Angela Narloch
Music Producer: Melissa Chester
Managing Director: Doug Walker
Group Account Director: Lesley Brown
Account Supervisor: Andrew Woodruff
Assistant Account Executive: Katie Bowers
Production Company: Imperial Woodpecker
Director: Stacy Wall
Director of Photography: John Lynch
Line Producer: Jenn Barrons
Editing Company: Arcade NY
Editor: Jeff Ferruzza
Executive Producer: Sila Soyer
Producer: Lauren Cancelosi
Visual Effects: Framestore
VFX Producer: Nicholas Dziekonski
Audio Mixing: Heard City
Audio Mixer: Phil Loeb
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