Ten days ago we shared BBDO’s “Legneds” March Madneess campaign for AT&T, featuring Shaquille O’Neal, Julius “Dr. J” Erving, Clyde Drexler and Christian Laettner. Now, BBDO has released the next round of ads for the campaign, with four more 30-second spots and a 15-second spot for good measure.
The ads all follow the same formula as their predecessors, with the legends presenting a series of questionable advice on how to stay strong through the end of the tournament. If you liked the previous efforts, the new broadcast spots (“Strong Dunk” and “Strong Bracket”) may appeal to you as well. But, as shouldn’t come as a surprise for a campaign that now totals nine spots, the newest pre-roll ads (“Strong Science” and “Strong Song” in particular) sort of feel like throwaways. The broadcast spots debut today during the NCAA Sweet 16, as the tournament kicks into high gear.
Credits:
Agency: BBDO New York & Atlanta
Client: AT&T
Campaign: March Madness Legends
Title: “Strong Dunk” “Strong Bracket”
Pre-Roll: “Strong Grip” “Strong Science” “Strong Song”
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 NY
Editor: Jeff Ferruzzo (Strong Grip – Strong Song)
Editor: Dave Anderson (Strong Dunk – Strong Brackets – Strong Science)
Executive Producer: Sila Soyer
Producer: Lauren Cancelosi
Visual Effects: Framestore
VFX Producer: Nicholas Dziekonski
Audio Mixing: Heard City
Audio Mixer: Phil Loeb