AT&T’s Lily Seeks A Temporary Celebrity Replacement In NCAA Partner’s March Madness Campaign

Leveraging its partnership with NCAA March Madness 2022, US telco AT&T rolled out a campaign called ‘Even In The Madness Of March’ which contrasts the unpredictability of the tournament’s games with the reliability of AT&T’s 5G coverage.

The campaign, which was created in collaboration with agency BBDO, is spearheaded by a series of celebrity-fronted television commercials spots featuring a team of ambassadors including Milana Vayntrub, Zooey Deschanel, Rosario Dawson, Kumail Nanjiani, Nicole Byer, Duke Coach Mike Krzyzewski and LA Rams quarterback Matthew Stafford.

The comic creative leans into the tournament excitement through a series of humorous clips in which AT&T spokesperson Lily (Milana Vayntrub) plans to take time off work to watch March Madness and thus seeks a temporary replacement to cover her shifts, but struggles to find the right fit.

Other strands of its 2022 March Madness marketing activity for a tournament that tipped off on 13 March includes extending its ongoing #ShesConnected docu-style women’s sports project with a feature fronted by Las Vegas Aces Head Coach Becky Hammon which rolled out on 16 March, plus other strands including exclusive access, social content and competitions.

Enter now for your chance to win a trip to the games in New Orleans OR stay cozy on your sofa with an at-home premium prize package. #MFinalFour #MarchMadness https://t.co/8u35Et2Dmp pic.twitter.com/4jccXZnhIA

— AT&T (@ATT) March 14, 2022

The #FinalFour is set! Vote below for worst text etiquette. pic.twitter.com/pLt3lDZE8F

— AT&T (@ATT) March 16, 2022

Represent your team during @NCAA® March Madness® with new merch! Play our Scratch to Win game for a shot at a $25 @Fanatics e-Gift Card. https://t.co/Pzto1tlkEk

Open to existing AT&T customers only. Fanatics gift card terms and conditions apply. pic.twitter.com/XUyAKa6Bmv

— AT&T (@ATT) March 11, 2022

Comment

AT&T has a long history of basketball-linked marketing (such as its recent NBA All-Star Weekend ‘Crossover’ led activation) and its 2022 March Madness tie-ins and this year sees the company leverage its NCAA partnership to promote its speedy connections, security products and trade-in deals.