BBDO Launches ‘Legends’ for AT&T in Time for March Madness

By Erik Oster 

BBDO New York & Atlanta launched a series of “Legends” spots for AT&T’s March Madness campaign featuring retired basketball greats Shaquille O’Neal, Julius “Dr J” Erving, Clyde Drexler and Christian Laettner.

The spots find room for each of these talents, but lean pretty heavily on O’Neal for humor. In the above “Strong Nickname” for example, O’Neal demonstrates how he got the nickname “The Big Dance” in college. Another broadcast spot focuses on the irony of Laettner saying “You can’t just get to the Sweet 16 and just rest on your laurels” while literally resting on his laurels.

BBDO New York and BBDO Atlanta also created a pair of pre-roll ads featuring the stars giving “Tourney Tips,” such as Drexler demonstrating how to avoid getting noodle arms from watching too many games and Shaq addressing what to do if your team gets upset. The campaign made its broadcast debut yesterday during the NCAA Selection Show, with new spots set to roll out throughout the tournament.


Agency:  BBDO New York & Atlanta

Client: AT&T

Campaign: March Madness Legends

Title: “Strong Nickname”, “Strong Team”

Pre-rolls: “Bracket Curls”, “Upset”


Chief Creative Officer, Worldwide: David Lubars

Chief Creative Officer, New York: Greg Hahn

Executive Creative Director: Matt Macdonald

Senior Creative Director: Rob Munk

Senior Creative Director: Mark Voehringer

ACD/Art Director: Jesse Snyder

ACD/Copywriter: Tim Wassler


Group Executive Producer: Julie Collins

Senior Producer: Angela Narloch

Music Producer: Melissa Chester


Managing Director: Doug Walker

Group Account Director: Lesley Brown

Account Supervisor: Andrew Woodruff

Assistant Account Executive: Katie Bowers


Production Company: Imperial Woodpecker

Director: Stacy Wall

Director of Photography: John Lynch

Line Producer: Jenn Barrons


Editing Company: Arcade Edit
Editors: Jeff Ferruzzo, Dave Anderson
Executive Producer: Sila Soyer
Producer: Lauren Cancelosi



Visual Effects: Framestore

VFX Producer: Nicholas Dziekonski


Audio Mixing: Heard City

Audio Mixer: Phil Loeb