BBDO New York Continues Celebrating ‘Your Network’ for AT&T with March Madness Spot

By Erik Oster 

BBDO New York follows up its “Your Network” launch spot and last month’s “Your Story” spot starring TOMS founder Blake Mycoskie with a March Madness themed effort entitled “Oops.”

The 30-second broadcast spot opens on an NCAA game, with the voiceover delivering the line “You live for March, that’s why AT&T’s network lets you stream the action all month long, when and where you need it” as a man wanders aimlessly through the crowd with his eyes glued to his phone. In a not-at-all surprising twist, the spot concludes by revealing he’s been watching the game at work the whole time, accompanying the line, “So you feel like you’re part of the game, from just about everywhere.” While this tactic has been used enough times to not come as a surprise, that doesn’t mean it’s completely ineffective at illustrating the benefits of the network and BBDO does an adequate job of balancing informative lines about AT&T’s coverage with the action and connecting it to the broader “Your Network” message. “Oops” gives an indication of how the agency can continue to adapt the campaign’s message to specific events and audiences. The spot made its broadcast debut yesterday during Selection Sunday and will continue to run on network and cable through the end of the month.

Agency: BBDO New York
Client: AT&T
Campaign: Network of You
Title: “Oops” TV

Chief Creative Officer, BBDO Worldwide: David Lubars
Chief Creative Officer, BBDO New York: Greg Hahn
Executive Creative Director: Matt MacDonald
Group Creative Director: Rob Munk
Group Creative Director: Mark Voehringer
Creative Director/Copywriter: Kevin Mulroy
Associate Creative Director/Art Director: Mike Lomanto

Group Executive Producer: Julie Collins
Executive Producer: Dan Blaney
Executive Music Producer: Melissa Chester

Managing Director: Doug Walker
Group Account Director: Lesley Brown
Account Supervisor: Andrew Woodruff
Account Executive: Jenn Wang

Production Company: Biscuit
Director: Andreas Nilsson
Director of Photography: Hoyte Van Hoytema
Executive Producer: Holly Vega
Producer: Andrew Denyer
Wardrobe Stylist: Keith Wager
Production Designer: KK Barrett

Editing Company: Exile
Editor: Eric Zumbrunnen
Executive Producer: CL Weaver
Producer: Melanie Gagliano
Assistant Editor: Mari Garrahan

Audio House: Heard City
Mixer: Phil Loeb

Visual Effects: The Mill
Head of Production: Sean Costello
Executive Producer: Bugs Russell
VFX Supervisor/Senior Compositor: Nathan Kane
3D Supervisor: Wyatt Savarese

Tetsuro Mise: Designer
Benge Li: Designer
Chet Hirsch: Designer
Alex Dreiblatt: Compositor
Sungeun Moon: Assistant Compositor
Mina Mir: Assistant Compositor
Cole T. Clark: 3D Artist
Gregory Gangemi: 3D Artist

Sound Design: Brian Emrich