• by Fern Siegel , November 8, 2022

AT&T's new national college-football campaign, which just kicked off, pushes the fanatical obsession of fans.

The two spots, "The Wedding" and "The Caddie," by BBDO LA, will run until Jan. 9, when AT&T-sponsored College Football Playoff National Championship airs.

The “Too Much College Football Is Never Too Much” work highlights some of the extreme lengths fans go to to watch their favorite teams. Both spots show fans more interested in the game and the players than a wedding or golf game, respectively.

In "The Wedding," a woman keeps repeating "he's so short!" as the minister conducts the ceremony, to the horror of the groom. In   another, a caddy says "trash" as a golfer makes his swing, oblivious to all but the football play.

When their rude distractions are pointed out, the response is a simple defense: With AT&T 5G, too much is never too much.

The cross-platform campaign runs across broadcast, digital, audio platforms and out-of-home. OOH is focused on major college football markets and Bowl game host cities, such as Miami, Phoenix, Atlanta, New Orleans, Dallas, Pasadena and Los Angeles. OOH are featured around and in-transit to their stadiums.

BBDO LA does extensive work for AT&T, including March Madness 2022 and Movies & More. It's also produced creative efforts for Water Wipes and Juanita's Nacho Cheese Dip-spenser.