Creative Director / Copywriter
Client
AT&T
Year
2012
Role
Copywriter
Agency
BBDO New York
Brackets by Six-Year-Olds
March Madness is so famously unpredictable that the less you know, the better you seem to do. So we let a class of six-year-olds do the guessing.
300+
Videos, one for every match-up
2 years
AT&T’s national campaign, as It’s Not Complicated
SNL
Where host Beck Bennett went next, cast member from 2013
Top 3
Most talked-about ads on TV, BlueFin Labs
Idea
Fans filled out their bracket with an interactive builder. Stuck on a game? Ask a Six-Year-Old. We shot and cut over 300 videos, one for every possible match-up, and once the tournament was under way we ran expert panels at halftime, on TV and online at once.
Expert advice: Ohio vs. Missouri
Expert advice: Florida vs. St Mary’s
Halftime panel
Six-year-olds, from the videos
“It was, objectively, the greatest March Madness campaign of all time.”
What it became
The campaign lived on past the tournament and became AT&T’s national campaign, It’s Not Complicated, on air for two years and featuring host Beck Bennett, who went on to join the cast of Saturday Night Live in 2013.
“How ubiquitous are those AT&T commercials with the inquisitive guy talking earnestly with the cute, lippy children?”
It’s Not Complicated: Up Top, from the Legends spots, 2013
It’s Not Complicated: Two Things at Once, 2013
“Wildly successful, more so than we could’ve imagined.”
Credits
Production
Caviar
Director
Jorma Taccone
Talent
Beck Bennett