BBDO, AT&T Sing Through March Madness

By Erik Oster 

BBDO’s New York and Atlanta offices launched a March Madness campaign for AT&T centered around unexpected renditions of a certain infamous Aerosmith song (you know, the one from Armageddon) performed by comedian Dan Finnerty (The HangoverOld School). 

The idea is that with AT&T’s DirecTV service you can stream March Madness games via the Bracket App on a variety of devices and not have to miss a game. In the most recent spot, a woman is stuck in a sales review meeting when Finnery informs her of the service, via song, and hands her a tablet to watch the game. All the lyrics of the tune are changed to reflect the sales pitch, with lines referring to her being  “stuck in sales review” while there are a “boatload of games this afternoon.”

It’s certainly a goofy approach, but it’s also one likely to stick in viewers’ heads (whether or not they want it to). BBDO manages to sneak in a quirky last line about Q3 not looking so hot for the company. We don’t recommend watching games during business meetings, though.

Other spots in the campaign apply the approach to situations such as a “Parking Booth,” and getting your bald head powdered in preparation of going on live TV, and also feature broadcaster Greg Gumbel.

The campaign follows previous March Madness themed campaigns such as 2015’s “Legends” campaign and last year’s effort, which also featured an employee watching the game at work. It also follows on the heelos BBDO’s “Everywhere” spot for DirecTV in January, its first post-merger effort for the now AT&T-owned brand.

Agency: BBDO
Client: AT&T
Title: “Don’t Want to Miss a Thing”

Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, New York: Greg Hahn
EVP, Executive Creative Director- AT&T: Matt MacDonald
EVP, Executive Creative Director- AT&T Entertainment Group: Steven Fogel
EVP, Executive Creative Director- AT&T Entertainment Group: Doug Fallon
Associate Creative Director: Geoff Proud
Associate Creative Director: Eduardo Peterson
EVP, Managing Director: Doug Walker
SVP, Senior Group Account Director: Allie Clark
Account Director: Andrew Woodruff
Account Director: Amy Rodriguez
Account Executive: Anna Bartok

SVP, Group Executive Producer: Julie Collins
Senior Producer: Jessica Coccaro
VP, Executive Music Producer: Melissa Chester
Integrated Producer: Andrea Segura
Business Manager: Ashley Lipham
Integrated Business Manager: Meg Foley
Integrated Talent Supervisor: Dawn McCormick

Production Company: Smuggler
Director: Randy Krallman
Director of Photography: Jeff Kim
Executive Producer: Shannon Jones
Line Producer: Ian Blain

Editing Company: MackCut
Editor: Ian Mackenzie
Editor: Erik Laroi
Editor: Nick Divers
Assistant Editor: Mike Leuis
Assistant Editor: Nellie Phillips
Assistant Editor: Kenneth Munoz
Executive Producer: Gina Pagano
Sound Engineer: Sam Shaffer

Finishing Company (TV): Spontaneous
Executive Producer: Bryce Edwards
Director of Visual Effects: Andy Milkis

Telecine Color: Fiveone Color
Telecine Artist: Aline Sinquin
Executive Producer: Christophe Legorju

Music: Butter Music + Sound
Owner/ CCO: Andrew Sherman
MD, Executive Producer: Ian Jeffries