But First Graders Can? In Ads, Yes

Kids, young kids, are getting into the $3 billion annual over- and under-the-table NCAA betting scene? Well, in a TV and social-media campaign beginning today, tournament sponsor AT&T enlists a schoolroom full of first-graders to help a clueless grown-up make his tournament bracket selections.

"Every year, it seems, the brackets end up being won by a friend whose 6-year-old nephew picked a winner because he likes Husky dogs — or the color blue," says Vance Overbey, executive director of advertising at AT&T Mobility. Consumers can go to www.bracketsbysixyearolds.com and fill out brackets based, if they want, on dozens of clickable comments from the kids. The kids were given no scripts. Their answers are genuine, but edited.

 

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