AT&T’s MVP Lily is bringing her marquee charm to a suite of new March Madness-themed spots set to air throughout the tournament, with the first to air starting this weekend during Selection Sunday on CBS.
Just like a coach or an analyst breaks down the game, Lily is great at breaking down our products and services for our customers.
The new suite of creative will showcase a range of basketball themed moments, like providing a hyped up grand arena announcement for “this guy” as he walks into the AT&T store—she’s helping out customers in any way she can, college hoops style.
From In-store to In-the-Booth: Lily’s presence across integrations, TV, and digital keeps her close to every touchpoint of the spectator experience.
Like “AT&T at the Half” halftime integrations where Lily un-complicates the fan experience and makes it a no-brainer to navigate in-game action and get the best products that keep fans tuned into all things March Madness.
Additionally, Lily will be teaming up with a few special guests for spots that will air later in the tournament.
The fun campaign was created by our friends at BBDO LA, with digital being led by Critical Mass. AT&T is the Exclusive Wireless Partner of the NCAA, Final Four and March Madness, as well as Presenting Sponsor of the Final Four App.
CREDITS:
CLIENT: AT&T
- SVP, Consumer Advertising & Retail Marketing: Valarie Vargas
- VP, Advertising and Social Media: Marc Burns
- Director, Advertising: Dave Brown
- Lead Manager, Advertising: Carter Crenshaw
- VP, Media & Sponsorship: Mark Wright
- Associate VP, Consumer Media: Sabina Ahmed
- Director, Consumer Media: Scott Klatskin
- Manager, Media: Katie Salins
- Head of Sponsorships and Experiential Marketing: Shiz Suzuki
- Director, Sponsorships and Experiential Marketing: Jamie Kerr
- Associate Director Sponsorships and Experiential Marketing: Andrea Jones
AGENCY: BBDO LA
- Chief Creative Officer, BBDO Worldwide: David Lubars
- Executive Creative Director: David Povill
- Executive Creative Director: David Cuccinello
- Senior Creative Director: Eli Terry
- Associate Creative Director: Jon Murray
- Associate Creative Director: Frankmy Olivo
- Senior Art Director: Thomas Hinkamp
- Art Director: Chidalu Motanya
- Copywriter: Danielle Silveri
- Copywriter: Maddi Wagner
- Group Executive Producer: Julie Collins
- Executive Producer: Andrew Tucci
- Senior Producer: Whitney Husnik
- Senior Producer: Scott Lilly
- President BBDO LA & Global Client Lead: Rachel Nairn
- Managing Director: Julien Lemoine
- Senior Director: Laura Perrizo
- Account Director: Andrea Bass
- Assistant Account Executive: Bobby Walker
- Head of Strategy: Tim Millar
- Communications Planning Director: Mac Russell
- Planning Director: Reza Rostampisheh
- Brand Planner: Madeleine Reeves
- Project Manager: Cornelia Berg
AGENCY: Critical Mass
- Executive Creative Director: Frank Dattalo
- Group Creative Director: Christiaan Welzel
- Creative Director: Kathryn Whiteside
- Associate Creative Director: James Leal-Valias
- Associate Creative Director: Minor LeBlond
- Associate Creative Director: Cam Benedict
- Associate Creative Director: Eric Jorgensen
- Senior Art Director: Carl Lukasewich
- Senior Art Director: Stephanie Gerbino
- Senior Art Director: Robert DeLeon
- Senior Copywriter: Lauren Barrett
- Copywriter: Brendan Duffy
- Designer: Elmar Van Der Watt
- Executive Producer: Sydney Woodman
- Producer: Cale McArthur
- Editor: Ryan Bouman
- EVP Client Partner: Stacia Parseghian
- SVP Client Partner: Heather Livengood
- Account Director: Austin Tatum
- Senior Account Manager: Frankie Martin
- Program Director: Laurie Ma
- Senior Producer: Amy Damus
- Project Manager: Melissa Cavaliere, Thai Quoc Dinh
MEDIA AGENCY: Hearts & Science
- Managing Executive Director: Mike Venables
- Executive Director, Digital Strategy: Theresa Fromm
- Senior Director, Strategy: Brian Diamond
- Senior Director, Sports Strategy: Melissa McDevitt
- Director, Sports Strategy: Greg Lawerence
- Director, Digital Audience Planning: Tasha Kapeles
- Associate Director, Strategy: Brook Hauge
- Account Supervisor: Paige King
PRODUCTION COMPANY: Hungry Man
- Director: Milana Vayntrub
- Director: Amir Farhang
- Managing Partner/Executive Producer: Mino Jarjoura
- Executive Producer/Director of Sales: Dan Duffy
- Executive Producer: Rick Jarjoura
- Head of Production: Marian Harkness
- Producer: Josh Goldstein
- Production Supervisor: Ben Oswald
EDIT: Cabin Editorial
- Executive Producer: Adam Becht
- Senior Producer: Michelle Dorsch
- Editor: Randy Baublis
- Editor: Greg Scruton
- Editor: Chan Hatcher
Post VFX: Framestore
- Executive Producer: James Razzal
- Producer: Meredith Cherniak
- Producer: Tom Baker
- Producer: Amee Minsal
- Lead Artist: Toby Brockhurst
GRAPHICS: LVLY
- Executive Producer: Bryce Edwards
- Lead Artist: Billy Pence
AUDIO: Lime
- Executive Producer: Susie Boyajan
- Audio Engineer: Zac Fisher
MUSIC: Songs for Film & Televison
- Executive Producer: David Fisher
- Photography: Embry Rucker
