AT&T’s MVP brand mascot Lily adds her charm to a suite of new March Madness-themed TV and digital creative running throughout the tournament and showcasing a range of basketball themed moments which see her help out customers in true college hoops style.
AT&T is the exclusive wireless partner of the NCAA, Final Four and March Madness and a Presenting Sponsor of the Final Four App and its activation is spearheaded by a burst of TV spots which began airing during Selection Sunday on CBS.
The videos sees Lily break down AT&T products and services for customers much like a basketball coach or analyst breaks down the game and set up hoops like customer experiences.
From in-store to in-the-booth, the activation spans multiple spectator touch points from television ads and social offers, to the ‘AT&T At The Half’ halftime integrations (which see Lily un-complicate the fan experience, navigate in-game action and get the best products that keep fans tuned into all things March Madness).
Lily also teamed up with several hoops-related special guests for spots airing later in the tournament.
The campaign was created by BBDO LA, with digital work led by Critical Mass.
AT&T is a proud partner of NCAA® March Madness®. pic.twitter.com/JAEcqJbBC7
— AT&T (@ATT) March 18, 2021
The work was created for an AT&T team which included SVP (Consumer Advertising & Retail Marketing) Valarie Vargas, VP (Advertising & Social Media) Marc Burns, Director (Advertising) Dave Brown, Lead Manager (Advertising) Carter Crenshaw, VP (Media & Sponsorship) Mark Wright, Associate VP (Consumer Media) Sabina Ahmed, Director (Consumer Media Scott Klatskin), Media Manager Katie Salins, Head Of Sponsorship & Experiential Marketing Shiz Suzuki, Director Of Sponsorship & Experiential Marketing Jamie Kerr and Associate Director Sponsorships & Experiential Marketing Andrea Jones.
The agency team at BBDO LA was led by CCO David Lubars, ECDs David Povill, David Cuccinello and Eli Terry, ACDs Jon Murray and Frankmy Olivo, Senior Art Director Thomas Hinkamp, Art Director Chidalu Motanya, Copywriters Danielle Silveri and Maddi Wagner, Group Executive Producer Julie Collins, Executive Producer Andrew Tucci, Senior Producers Whitney Husnik and Scott Lilly, plus President BBBDO LA & Global Client Lead Rachel Nairn, Managing Director Julien Lemoine, Senior Director Laura Perrizo, Account Director Andrea Bass, Assistant Account Executive Bobby Walker, Head Of Strategy Tim Millar, Communications Planning Director Mac Russell, Planning Director Reza Rostampisheh, Brand Planner Madeleine Reeves and Project Manager Cornelia Berg.
Digital work was handled by agency Critical Mass with ECD Frank Dattalo, Group Creative Director Christiaan Welzel, Creative Director Kathryn Whiteside, Associate Creative Directors James Leal-Valias, Minor Leblond, Cam Benedict and Eric Jorgensen, plus Senior Art Directors Carl Lukasewich, Stephanie Gerbino, Robert Deleon, Senior Copywriter Lauren Barrett, Copywriter Brendan Duffy, Designer Elmar Van Der Watt, Executive Producer Sydney Woodman, Producer Cale Mcarthur, Editor Ryan Bouman, EVP Client Partner Stacia Parseghian, SVP Client Partner Heather Livengood, Account Director Austin Tatum, Senior Account Manager Frankie Martin, Program Director Laurie Ma, Senior Producer Amy Damus and Project Managers Melissa Cavaliere and Thai Quoc Dinh.
The media agency was Hearts & Science, the production company was Hungry Man with Director Amir Farhang, post EFX were handled by Framestore, graphics by Lvly and audio by Lime.