US telco giant AT&T leveraged its sponsorship of the College Football National Championship playoffs with a campaign called ‘Never Too Much’ which drives home the message that college football isn’t just for Saturdays anymore, but is now a non-stop, season-long obsession which fans now need a network to keep up with.
Created with agency BBDO LA, AT&T’s autumn 2022 college football campaign rolled out nationwide at the start of November to kickoff the lead in to the AT&T sponsored ‘College Football Playoff National Championship’ (which will take place on 9 January 2023 following the semi-finals on 31 December 2022) and promote the telcos’s fast, reliable 5G services.
The campaign is based around a simple idea – that ‘Too Much College Football Is Never Too Much’ – and it highlights the extreme lengths college football fans go to in order to stay connected to their favourite teams and players and the season’s biggest moments.
For example, in one spot, a short goal line drive interrupts a wedding and an inopportune time when the officiant asks if anyone has any objections. In another, a caddy is streaming during a golf tournament. With AT&T 5G, too much is never too much.
The campaign, which launched on 4 November and runs through the National Championship game on 9 January, is built around a series of commercials which began with ‘The Wedding: Never Too Much’ and ‘The Caddie: Never Too Much’ (the latter also links to the telcos’ golf sponsorship).
The campaign emerged from a brief from client AT&T and was conceived and created by a team at agency BBDO LA which included Chief Creative Officer Matt Miller, Executive Creative Director Ash Tavassoli, Creative Directors Carissa Levine and Jose Eslinger, Art Director Alex Zermeno, Copywriter Stuart Tierney, Executive Producers Julie Collins and Holly Otto and Producer Mike Peters.
The production company was Anonymous Content with Director Tim Godsall, while Editorial was handled by Arcade Editorial and post production/VFX by Framestore.
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Somewhat confusingly, the NCAA Division I college football post-season – a series of one-off bowl games, plus the top-four teams competing in a play-off series – is not currently directly run by the NCAA but by representatives of the 10 Football Bowl Subdivision (FBS) conferences which form the College Football Playoff selection Committee (CFB).
While various media giants have rights to different bowl games, ESPN is the current home of the play-off series (alongside Hulu, Disney+, Fubo TV and AT&T TV (the streaming service formerly known as DirecTV and AT&T TVNow).
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