BBDO Unleashes New Round of ‘Legends’ for AT&T

By Erik Oster 

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.


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