• by Fern Siegel , Yesterday

Sports is best shared.

That's the premise behind West BBDO's creative for AT&T's March Madness campaign "The Connection Matters." The spots include "Ranger Ted,"  "Baby's First Dunk" and "Free Throw."  

The pitch: Even when you are far from friends, family or the stadium, you can still share the big moments. 

The creative comprises six different national commercials starring Karl-Anthony Towns, Jalen Brunson, Patrick Ewing, John Starks, Jose Alvarado, Candace Parker and Jayson Tatum. They air during the men’s and women’s games throughout March Madness.

The work runs the games' broadcast partners CBS, TBS, TNT, Tru TV and ESPN, as well as their digital channels. Plus, it runs online on TBS, YouTube and within the March Madness Live app in March and April.

(Photo credit: AT&T)