• by Fern Siegel , March 29, 2024

This year's March Madness has the usual upsets and surprises. And a legion of loyal fans.

To highlight AT&T's part, the telecom launched its "Connect to the Madness" campaign, which features of some of the biggest basketball stars playing in the NBA, WNBA and college.

"Connect to the Madness" runs across the tournament’s broadcast partners, CBS, TBS, TNT, Tru TV and ESPN, and their respective digital channels. Shorter content appears on digital and social platforms, such as the March Madness Live app and TikTok.

Spots include What A Pro Wants,Draymond’s Choice, Jalen’s Jacketand Boxy Boys.

Carmelo Anthony reminisces on fashion in the early 2000s, while Draymond Green reflects on his “choices.” Each spot portrays their broader connection to March Madness.

BBDO LA handled video production, Critical Mass social/display and Hearts & Sciences booked media.

The campaign also stars Jalen Brunson, Sabrina Ionescu, Shai Gilgeous-Alexander, Chet Holmgren, Kendrick Perkins. March Madness legends such as Candace Parker, Carmelo Anthony and TJ Ford also make an appearance.

The campaign runs through the Championship Game on April 7.