The final of the four (get it?), “One Shining Moment,” incorporates the tournament’s iconic theme song—the first time a brand has received permission to do so from its writer, David Barrett—to convey the power of the games’ ability to bring fans together for memorable moments through the brand’s 5G network.

Wilson, Holmgren and Adams return and are joined by Lily and NBA veteran (and former Duke Blue Devil) Christian Laettner, NBA veteran (and former Ohio State player) Greg Oden, NBA veteran (and former Gonzaga player) Adam Morrison, New York Liberty (and former Oregon Ducks) player, Sabrina Ionescu and Cassidy Cerny—the Indiana University cheerleader who went viral for plucking a stuck ball out of the backboard during a Hoosiers game—for a beachy keen spot the brand hopes will propel awareness and attention for the equally action-packed women’s bracket (even though Lily gets her thunder stolen by Oden). 

“It’s called March Madness, not March Mildness,” says Ash Tavassoli, BBDO’s executive creative director, in a shared statement. “While other big events are perfectly fine when you watch them solo, the women’s and men’s tournaments are built for madness. And madness is always better with friends.” 

A comprehensive game plan 

AT&T began rolling out the campaign prior to Selection Sunday with the release of its bracket manager. In addition to the four linear spots, the full campaign will also include OOH signage with illustrations by artist Andrew Rae in and around the stadiums where the men’s and women’s Final Four games will be held, several 15- and 6-second online videos, a Snap lens for social and a halftime integration featuring Lily alongside special co-anchors.  

Critical Mass and Hearts & Science are additional creative and media agency partners for the campaign. 

“The ‘Madness Loves Company’ campaign celebrates the connections with others that make March Madness fandom more fun,” Valerie Vargas, svp, advertising and retail marketing, AT&T, shared with Adweek. “Winning, losing, breaking records and busting brackets—they’re all that much better in good company. Our target audience data shows college basketball fans want to stay connected to their fandom all tournament long, and AT&T is an expert in the business of connection. Whether at home, on the go or attending the tournament events, fans can rely on AT&T to enjoy the Madness together.”