AT&T’s Lily Gets Ready for March Madness in Spots from BBDO LA

AT&T’s MVP Lily is bringing her marquee charm to a suite of new March Madness-themed spots from BBDO LA set to air throughout the tournament, with the first to air starting this weekend during Selection Sunday on CBS. 

Just like a coach or an analyst breaks down the game, Lily is great at breaking down AT&T products and services for its customers.

The new suite of creative will showcase a range of basketball themed moments, like providing a hyped up grand arena announcement for 'this guy' as he walks into the AT&T store—she’s helping out customers in any way she can, college hoops style.

From In-store to In-the-Booth: Lily’s presence across integrations, TV, and digital keeps her close to every touchpoint of the spectator experience. Like 'AT&T at the Half' halftime integrations where Lily un-complicates the fan experience and makes it a no-brainer to navigate in-game action and get the best products that keep fans tuned into all things March Madness.

Additionally, Lily will be teaming up with a few special guests for spots that will air later in the tournament.

The campaign was created by BBDO LA, with digital being led by Critical Mass. AT&T is the exclusive wireless partner of the NCAA, Final Four and March Madness, as well as Presenting Sponsor of the Final Four App.