AT&T: Madness Loves Company (March Madness)

March Madness is the one time of year where fans from all walks of life come together to participate in the game watching, the bracket betting or busting, and the comradery of the sport. As a champion of connection, AT&T celebrates this collision of fans in the campaign Madness Loves Company, where the March Madness experience is best experienced and amplified when we come together.

ONE SHINING MOMENT

The song One Shining Moment by David Barrett has become a staple within the March Madness experience, playing at the end of every season for over 35 years. In this spot, we celebrate One Shining Moment with a singalong featuring AT&T’s Lily, as well as a few athletes that had a one shining moment of their own: Greg Oden, Adam Morrison, A’ja Wilson, Steven Adams, Sabrina Ionescu, and Christian Laettner.

INTROVERTS: THIS ONES’S For YOu

Not all March Madness fans will be loud and proud—some choose to celebrate a little more quietly (sometimes you just have to mourn your busted bracket in silence, you know?). In this What Else Loves Company halftime spot, Lily, Jeff, and Anthony pay homage to our fellow introverts within the group chat, pondering how they are enjoying the fun behind silent “LOLs” and other emojis.

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Full Credits:

CCO: Matt Miller
ECD: Ash Tavasolli
CD: Carissa Levine & Jose Eslinger
Senior CW: Stuart Tierney
Senior AD: Alex Zermeno
Copywriter: Aaron Marshall
Art Director: Carlos Silas
Creative Team: Sonia De Nicolo & Gerald Render
Director: Tim Goodsall
Executive Producer: Holly Otto & Stephanie Dziczek
Edit House: Cut + Run LA
Mix: Lime Studios
Color Correct: FrameStore

Madness Loves Company Concept - Sonia & Gerald
What Else Loves Company Concept - Stuart & Alex