Extending our “Ok is not Ok” Network campaign, we showcased why expertise and top-caliber talent is critical when it comes to one of the biggest sports moments of the year — March Madness.

In a time when the nation’s eyes are glued to their screens in hopes of watching the next Cinderella story unfold, the commentators can make or break the experience with unrelated or misguided talk tracks. So to reinforce our core creative idea around never settling for anything less than the best we created multiple spots and digital integrations that played throughout the entirety of the tournament and garnered millions of impressions.

While most brands have a hard time fighting for air in such a crowded media landscape, AT&T held nearly 25% of the overall share of voice from Selection Sunday to the National Championship game as spots and integrations appeared in over 131 game windows throughout the tournament.

The campaign also won BBDO LA its first Sports Clio - earning Bronze in Partnerships, Sponsorships & Collaborations.