AT&T is launching a new round of “Legends” work just in time for the NCAA March Madness tournament. Like its college football championship predecessor, this latest campaign features a star-studded group of athletes readily associated with the televised sport. In this instance, a cast of NBA/NCAA superstars including Shaquille O’Neal, Julius “Dr J” Erving, Clyde Drexler and Christian Laettner. Together, they help bring to life AT&T’s message as “the network with the nation’s strongest 4G LTE signal.” The campaign was created by BBDO NY and BBDO Atlanta.
In a pre-roll spot offering Tourney Tips, O’Neal advises fans, if their team loses to an underdog, to embrace the “upset.” He proceeds to bounce about to a clippity-clop beat a glass slipper he’s holding as Dr. J, Drexler and Laettner look on in amused amazement.
Stacy Wall of Imperial Woodpecker directed for BBDO NY and Atlanta.
Credits
Client AT&T Agency BBDO New York and Atlanta David Lubars, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Matt Macdonald, executive creative director; Rob Munk, Mark Voehringer, sr. creative directors; Jesse Snyder, associate creative director/art director; Tim Wassler, associate creative director/copywriter; Julie Collins, group executive producer; Angela Narloch, sr. producer; Melissa Chester, music producer. Production Imperial Woodpecker Stacy Wall, director; John Lynch, DP; Jenn Barrons, line producer. Editorial Arcade NY Jeff Ferruzzo, editor; Sila Soyer, exec producer; Lauren Cancelosi, producer. VFX Framestore Nicholas Dziekonski, VFX producer. Audio Post Heard City, NY Phil Loeb, mixer
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
