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

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