Music/Sports

Beats by Dre Horses Around 

The quest to find the perfect racehorse powers a 7-minute film from Beats by Dre. Buffalo Bills quarterback Josh Allen and Formula One racer Daniel Ricciardo star. Agency Miramar developed the campaign.

Tech

Samsung Says: ‘Unfold Your Moment’

Samsung puts life’s brief but indispensible moments in the picture, hyping its latest Galaxy phones. “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them,” says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. “They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment.”

Finance

Money Mart Checks In With Silly Scenarios

Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company’s installment loans, cash advance and other services. “Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” says agency ECD Meghan Kraemer. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

Telecom

Swedish Phone Company Vimla and BBDO Bring the ‘Good Vibrations’

Sweden’s Vimla tries to shake up the phone category in ’90s-style ads from BBDO Nordics. “Vimla wanted to create a visual world that incorporate the brand’s good vibrations and relaxed approach,” says agency art director Isaac Bonnier. “We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out.”

Health

Everything Causes Hair Loss. Everything!

Do babies, sushi, deodorants and binge-watching accelerate hair loss? We learn the truth in Mischief’s cute campaign for Nutrafol, a hair-growth supplement. “Creatively, we wanted to tap into that eyebrow-raising moment,” says agency ACD Tanner Thompson. “The goal was creating something that really draws you in, sparks your curiosity, and leaves you asking the question: ‘Hold on, what does this have to do with my hair?'”

Grocery

Want Some Coffee Mate, Mate?

G’day! Coffee Mate enjoys some Aussie-accented fun in fast-talkin’ commercials directed by Terri Timely through Soft Citizen. “We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they’ve worked so hard to achieve,” says Joel Holtby, co-CCO at Courage, which helped develop the campaign.

Health

Ritual Vitamins Goes Beyond Transparency

Ritual Vitamins tapped Giant Spoon to create “Trace Like a Motherf*cker,” directed by Kate Jean Hollowell. It goes beyond transparency, revealing that the brand’s ingredients can be tracked and explaining why they’re present. In the spot below, a potty-mouth mom won’t put anything in her body unless she knows where’s it’s from and why she needs it.

Financial

PNC Gets ‘Brilliantly Boring’ These Days

Arnold Worldwide launched a fresh campaign for PNC Bank with “Brilliantly Boring” as the theme. Ads stress stability, pragmatism, consistency and trustworthiness. They’re not boring. But the bank is. In a good way. Silicon Valley actor Chris Diamantopoulos stars.

Apparel

Does Comedy Suit Men’s Wearhouse?

Party Land dresses Men’s Wearhouse in goofy comic stylings through a frenetic campaign. Clothes make the bro, whose apparel changes and adventures become intertwined. It’s pretty silly. Hannah Levy directed.

“Girl, I could use some of that big gig energy in my life.”

Coveting thy neighbors’ Wi-Fi. That’s what suburban existence is all about these days.

Such scenarios inform AT&T’s latest “GIGillionaires” commercials touting the carrier’s Fiber With All-Fi offering.

In years past, swimming pools and home additions would set tongues wagging. Now, gossip rages when the folks across the street get better internet coverage with no slowdowns:

“While we’re excited to continue the momentum and success with our latest iteration of the campaign, we’re especially proud to introduce a new model for AT&T where our messaging spoke to a variety of audiences who benefit from quality internet differently,” says Lianne Sinclair, the company’s assistant vice president of advertising. “Multiple audiences, unique custom messaging resulted in greater relevancy and storytelling for our campaign. We expect to see some great traction and results from our new approach.”

BBDO L.A., Dieste, Critical Mass and Hearts & Science developed the work. O Positive’s Jess Coulter directed the English language ads, with Los Perez helming digital films and Superprime’s Rodrigo Valdes lensing Spanish-language creative.

The humor’s simple and broad but never stupid. There’s nothing surreal or fall-down funny. That would be overselling.

Instead, the spots amusingly communicate the product proposition with a wink and a nod, playing on relatable tech tropes that pervade modern living.

It’s top-funnel stuff that doesn’t get bogged down in details. Your house … better Wi-Fi. At this stage of the brand relationship, what more do you need to know?

“Creating a sequel was not a difficult task at all, it felt like a natural progression,” BBDO ECD/EVP Rafael Gonzaga tells Muse. “‘Live Like a GIGillionaire’ is a concept rooted in the universal truth of shifting our values from possessions to possibilities. It highlights how something as seemingly simple as having access to amazing internet can transform your life.”

Las year’s flight proved popular, and “encouraged us to adopt a hyper-targeted approach this year,” he says. “We’ve developed insight-driven executions tailored to AT&T Fiber’s five key audiences: sports fans, families, movers, gamers, renters and Hispanics. Early results are promising, with the TV spot aimed at gamers (featuring “Gamer Chairs”) surpassing category norms” by more than 15 percent in the past week.

“We don’t always put our players in the best situation, because if a player can’t see you, if you’re not locked in with eye contact, they’re not going to know what I’m saying,” explains head coach Chuck Goldstein in the video above from Translation.

In the clip, we watch the team train, run patterns and gather inside a classroom for a big announcement. AT&T reps explain how they worked for the past year to simplify comms between coaches and players.

“This will change football,” Goldstein says.

A 60-second spot is in the works for TV and on AT&T’s social media platforms.

“The AT&T 5G-connected Helmet has been one of Translation’s most ambitious projects to date,” adds Jason Campbell, chief creative officer at Translation + UnitedMasters. “Collaborating closely with AT&T, we embarked on a collective journey, aligning their brand purpose of ‘Connecting Changing Everything,’ and together, brought forth a cutting-edge innovation that can be used to create more equitable opportunities, not just for deaf football players but for the entire deaf and hard of hearing community.”

It’s no fun going mad for college hoops all alone. Why not drag your family and friends into the March melee of buzzer beaters, nachos galore and nonstop streaming games? They’ll thank you for it. Right before they run out screaming.

AT&T’s Lily, aka Milana Vayntrub, sure won’t be savoring the NCAA men’s and women’s basketball tournaments by herself. “Madness Loves Company,” we’re told. So, Lily’s bestest brand-boosting buds—athletes, mascots and assorted celebs—join the beloved spokescharacter in silly spots from BBDO L.A.

First, everyone hits the beach for a rendition of tourney themesong “One Shining Moment,” marking the iconic tune’s commercial debut:

Alas, no Willie Nelson (who sings in Capital One’s March Madness campaign). Still, there’s loads of star power, with a chorus featuring Steven Adams, Chet Holmgren, A’ja Wilson, Christian Laettner, Greg Oden, Adam Morrison and Sabrina Ionescu. Indiana University cheerleader Cassidy Cerny—a viral star of last year’s tourney—leaps into action, too.

“While other big events are perfectly fine when you watch them solo, the women’s and men’s tournaments are built for madness. And madness is always better with friends,” says BBDO creative director Ash Tavassoli.

The spots aren’t so much “mad” as amusing and star-studded. There’s nothing edgy or innovative here. There doesn’t have to be. Vayntrub’s always great, and the inclusive, mainstream approach feels on point for one of the world’s largest telecoms touting its services during a premier sports event.

Sabina Ahmed has led the sponsorships and experiential group at AT&T since July 2021. She leads a dedicated and highly motivated team across multiple geographies, creating and nurturing partnerships that bring unique experiences to fans across multiple categories including sports, lifestyle and entertainment.

The team’s major programs include league partnerships like NBA, WNBA, U.S. Soccer and the NCAA to sponsorships of major events like Pebble Beach Pro-Am, AT&T Byron Nelson and Tribeca Film Festival. In addition, her group manages key team and player partnerships including AT&T Stadium and the Dallas Cowboys, LeBron James, Sue Bird and Alex Morgan.

Sabina’s team is responsible for developing key programs like Untold Stories for film, Emerging Voices for music and driving gaming and esports events like AT&T Unlocked Games and AT&T Annihilator Cup. 

Sabina holds a bachelor’s degree in economics from Tufts University and an MBA from Washington University Olin Business School. She currently resides in the Los Angeles area with her husband and two kids. She and her family enjoy the arts and traveling.

We spoke with Sabina for our Time-Out series, where we chat with folks in the sports world about their favorite athletes, teams, sports movies and shows, and their love of sports generally.

Sabina, tell us…

Where you grew up, and where you live now. 

Grew up in Pakistan. Currently live in the L.A. area.

Your earliest sports memory. 

My dad was a huge sports fan in general. Field hockey and cricket were huge where I grew up, but I also watched my dad play and watched a lot of golf growing up.

Your favorite sports teams. 

We work with so many teams so I don’t want to pick any favorites but I love to follow and support local teams in the cities I live in, so I can follow along their journey! That said, I have a special place for the St. Louis Cardinals, as St. Louis is about as close to home as possible given I am an immigrant. Also, they won the World Series twice while I lived there, so there’s that, too!

Your favorite athlete. 

Serena Williams.

Your favorite sports show or podcast. 

Ted Lasso.

Your favorite sports movie. 

Field of Dreams.

A recent project you’re proud of. 

I have really enjoyed seeing our team continue to build amazing activations across all our partnerships but also transform our approach to reaching new audiences with new verticals. In particular, I am very proud of our continued support for DE&I initiatives including She’s Connected and AT&T Emerging Voices. She’s Connected is an initiative AT&T launched last year that supports female athletes seeking success with startups and nonprofits. We most recently collaborated with Renee Montgomery, the first WNBA player to become an owner and executive in the league for the Atlanta Dream. AT&T Emerging Voices is an initiative that celebrates diverse voices through unique collaborations with artists on-the-rise. We’ve previously worked with Cordae and CHIKA.

Someone else’s project that you admired recently. 

Interesting to see how new categories like crypto companies are carving out their space in the sports and sponsorships world. They have come in big and established some key partnerships, which will help them grow their awareness and consideration.

What sports can do that nothing else can. 

Attract and engage captive audiences. Truly one of the few DVR-proof experiences.

What you’d be doing if you weren’t in the sports world. 

I started my career in media so I would likely be working on media strategy and planning but still connected into the sports world, as it is such an important pillar in viewership, attendance and engagement today.

“Sometimes you don’t feel like any place is your right place,” says former WNBA star, broadcaster and entrepreneur Renee Montgomery in the latest installment of “She’s Connected by AT&T.”

She adds: “When you think about access and the amount of opportunities young girls may get as opposed to young boys, there’s a dramatic difference,” Montgomery says.

Launched in 2020, “She’s Connected” spotlights and supports female athletes seeking success with startups and nonprofits. Through the initiative, AT&T provides tablets, phones, services and support to female-run companies, including Renee Montgomery Enterprises.

In a new four-minute film, Renee explains how gaining access to mentors can make a world of different for women just starting out in a business landscape still dominated by men. She visits at Turner Studios in Atlanta with three young people—Emani Gonzalez, Daria Dozier and Morgan Symone, all recent college grads pursuing media careers.

Renee’s a powerful role model for this trio and countless up-and-comers. In addition to guiding RME, she hosts Montgomery & Co., a weekly sports and culture podcast, with her mother Bertlela, sister Nicole and wife Sirena. She also holds a stake in the Atlanta Dream—making her the first WNBA player to become an owner and executive of a franchise.

“I have so much respect for her because she uses her platform to uplift and encourage other women,” says Gonzalez.

After chatting with the three young women about their aspirations, Montgomery offers a sweet surprise: internships and mentoring within RME.

“Renee was so inspiring, motivating and intentional with her words,” says Symone. “She would be a perfect mentor for us all.”

Sabina Ahmed, AT&T’s AVP, sponsorships and experiential marketing, believes that Montgomery’s passion, willingness to give and trailblazer status make her a great addition to the “She’s Connected” team.

“AT&T approached Renee because she fits perfectly with what we are trying to celebrate and support,” Ahmed says. “We saw this as an opportunity to not only share her story, but also provide her with direct support for her small business.”

Marketing agency Wasserman, production house Playmaker and director Shirley Williams helped create the film, which dropped last week.

“Filming Renee in Turner Studios, where she works as a broadcast journalist, was super dope. I loved being fully immersed in her world!” Williams recalls. “The energy, love and excitement she brought to her group mentorship with the young women was unmatched. She really inspired these young ladies and made them feel like anything was possible. Surprising them with an internship just took them over the top! Being a storyteller that gets to impact people’s lives beyond the screen is the real glory in doing this work.”

Here’s a minute-long edit:

In addition to AT&T channels, “She’s Connected” runs across Facebook, Instagram, Twitter and YouTube—plus Bleacher Report and Just Women’s Sports. It represents one of the leading brand programs designed to address the disparities between men and women in sports and the workplace, mixing media outreach to drive awareness with technology assistance for firms and founders.

Though athletes are its primary focus, “She’s Connected” recently profiled Marin Alsop, a pioneering conductor for major symphony orchestras:

“That was our first time stepping into the entertainment/music world for ‘She’s Connected,’ ” Ahmed says. “AT&T provided funds for Marin’s fellowship to enhance their own mentorship program. This will allow them to mentor 30 additional women conductors and create a mentoring model for the future. In addition, AT&T provided an array of products and services to Marin’s mentee, Alexandra Arrieche and her Conductor Camp within the Henderson Symphony Orchestra.”

“This iteration of ‘She’s Connected’ is really about women who have broken their own respective glass-ceiling and paving the way for the next generation in hopes of showing them what is possible.”

Past series entries feature Becky Hammon, Chiney Ogwumike, Sue Bird, Maria Fassi and Alex Morgan:

CREDITS

“She’s Connected with Renee Montgomery”

Playmaker
Executive Producer: Shawn Rubin
Director: Shirley Williams
Line Producer: Janette Lynott
Senior Post Producer: Manny Muñoz
Creative Strategist: Lauren Porter
Senior Creative Strategist: Victoria Chiang
Senior Project Manager: Whitney Loehr
Production Manager: Edrei Hutson
WMS Production Coordinator: Kai Yost
Director of Photography: Jonny Kapps
B – Camera: Brad Crosby
Steadicam Op: Brian Hall
1st Assistant Camera: Carol Baldwin
2nd Assistant Camera: Dan Rankin
Gaffer: Thomas Branch
Key Grip: Keith Washington
Lighting Assistant: Kevin Holden
Stagehand: Roy Meilich
Teleprompter: Traneice Shelborne
Makeup: Kimberly Acevedo
Wardrobe Stylist: Sirena Grace
Sound Engineer: Gerald Henderson
Technical Director: Brad Roberts
Production Assistant: Giovanni Tortorici
Production Assistant: Thomas Quand
Associate Post Producer: Yemi Abayomi
Editor: Terrence Williams
Motion Graphics: David Hall
Sound Mixer: Sam Seeger
Colorist: Ben Federman

AT&T
AVP, Sponsorships and Experiential Marketing: Sabina Ahmed
Director, Sponsorships & Experiential Marketing: Bill Moseley
Director, Sponsorships & Experiential Marketing: Andrea Wilson
Sr. Manager, Marketing: Deborah Buentello
Corporate Communications & Sponsorships: Rhiannon Richards
Corporate Communications & Publicity Strategy: Alyssa McGovern
Lead Public Relations Manager: Dominique DiPietro
Social Media, Sr. Strategy Manager: Rachel Jenkins
Sr. Brand Marketing Manager: Shelby Bessellieu
Social Media Manager: Jimmy Rice:

Wasserman
Senior Director, Brands: Thelma Hughes
Senior Director, Brands: Erin Littrell
Associate Director, Brands: Alyssa Little
Senior Manager, Brands: Hillary Wyse
Associate Manager, Brands: Amelia Noble
Associate Manager, Brands: Grace Halpern

Becky Hammon knows a few things about breaking barriers and repping gender equality on and off the basketball court. Eight years ago, the Olympian and WNBA standout joined the San Antonio Spurs as the NBA’s first full-time female assistant coach. As 2022 began, she became head coach of the WNBA’s Las Vegas Aces.

And this month, Hammon brought her expertise to “She’s Connected by AT&T,” an initiative that spotlights the multi-dimensional nature of female athletes and supports their efforts to blaze new trails with startups and nonprofits.

In a three-minute online film from marketing agency Wasserman and Playmaker director Shirley Williams, Hammon discusses the importance of mentorship, discipline and keeping a positive attitude. She also coaches Rian, a talented high-schooler, one-on-one, sharing smooth moves and sage advice:

Here’s a :15 edit:

Hammon says companies like AT&T “are leading the charge to inspire change in the view of gender roles and that men and women can do anything they put their minds to. I’m proud to be able to mentor girls like Rian so they can become the change we want to see.”

She adds: “An important mentor later in my life has been Dr. Rene Rochester, who is the first African American to earn a Doctor of Education degree with a concentration in Health Education from the University of Texas. She’s taught me that nothing can stand in your way, and she should be an inspiration to us all.”

Chiney Ogwumike, Sue Bird, Maria Fassi and Alex Morgan have appeared in previous “She’s Connected” installments:

A key sponsor of the WNBA, AT&T believes “She’s Connected” can help transform a cultural landscape where less than 10 percent of media coverage focuses on women’s sports. As if that weren’t disheartening enough, by some estimates, female leagues, teams and athletes receive less than 1 percent of all corporate sponsorship dollars. (Of late, brands such as AT&T, Buick, Michelob and Degree have launched programs to close such gaps.)

“She’s Connected” runs across Facebook, Instagram, Twitter, YouTube and Twitch—plus Bleacher Report and Just Women’s Sports.

Below, AT&T’s Sabina Ahmed, the company’s assistant VP, sponsorships and experiential marketing, discusses the campaign’s role as an agent of change:

Muse: What inspired AT&T to launch the program?

Sabina Ahmed: As we began to think about how AT&T could use its brand and scale to positively impact women in sports, two words came to the forefront: authenticity and action. We have started to see an uptick of brands sponsor a variety of teams and leagues, but we saw a white space that allowed us to take an action-oriented approach to directly invest in the lives of these athletes from a financial and otherwise beneficial perspective—providing products and services, mentorship, etc.

Through our work with leagues like the WNBA, and coming onboard as an inaugural WNBA Changemaker, AT&T’s work is focused on raising the visibility of women in sports and entertainment to prove value in a way that challenges other brands to follow suit.

Can you describe some “She’s Connected” accomplishments?

First and foremost, we have worked with incredible athletes to support them in and out of their professional careers. In regard to last year’s series, we provided Chiney with a litany of products and services to keep her connected during the pandemic as she became the first Black woman to co-host a national radio show on ESPN. We became the first media partner with Alex Morgan when she launched her company TOGETHXR. We helped Maria Fassi to connect with Nicole Anderson, the president of the AT&T Foundation, for guidance and support as she worked to start a foundation, which is now up and running.

Lastly, Sue Bird utilized her platform to highlight an organization she was passionate about, The TransLatin@ Coalition. As such, we provided an array of products and services to keep them connected on the ground as they continue their fight for equality.

How did Becky get involved? Had she worked with AT&T before?

As a longtime member of the community in San Antonio—where AT&T used to be headquartered—we had always wanted to work with Becky Hammon. With her storied career, she has worked to uplift women and pave her own, unchartered path. That is why she is an incredible fit for this program, and why we wanted to give her the microphone to tell her story in her words.

Can you talk about making the latest film?

Everything she shared in her piece and with her mentee Rian, she embodied and brought to set. She was easygoing but fierce. She was professional but fun. Not to mention fly and fabulous. Rian was beyond grateful to spend a day with someone she sees as a mentor, and we were so grateful to have been able to have a hand in making that happen.

CREDITS

Playmaker
Executive Producer: Shawn Rubin
Director: Shirley Williams
Line Producer: Janette Lynott
Senior Post Producer: Manny Muñoz
Creative Strategist: Lauren Porter
Senior Creative Strategist: Victoria Chiang
Production Manager: Edrei Hutson
Director of Photography: Jonny Kapps
B – Camera: Brent Strong
1st Assistant Camera: Matt Caballero
2nd AC / DIT: Robert Burns
Gaffer: Ralph Lopez
Key Grip: Rocky Montez
Makeup: Donna Horner
Sound Engineer: Dave Novak
Production Assistant: Sari Wyss
Associate Post Producer: Yemi Abayomi
Editor: Terrence Williams
Motion Graphics: David Hall
Sound Mixer: Glenn Matullo
Colorist: Sean McPherson

AT&T
AVP, Sponsorships and Experiential Marketing: Sabina Ahmed
Director, Sponsorships & Experiential Marketing: Bill Moseley
Director, Sponsorships & Experiential Marketing: Andrea Wilson
Sr. Manager, Marketing: Deborah Buentello
Corporate Communications & Sponsorships: Rhiannon Richards
Corporate Communications & Publicity Strategy: Alyssa McGovern
Lead Public Relations Manager: Dominique DiPietro
Social Media, Sr. Strategy Manager: Rachel Jenkins
Sr. Brand Marketing Manager: Shelby Bessellieu

Wasserman
Senior Director, Brands: Thelma Hughes
Associate Director, Brands: Andrew Mullen
Associate Director, Brands: Alyssa Little
Senior Manager, Brands:: Hillary Wyse
Associate Manager, Brands: Grace Halpern
Director, Brands: Jamie Burns
Manager, Brands: Trevor Rutledge

AT&T’s lovable Lily is quite a hoops fan, apparently.

For the holidays, she palled around with King James. Now, as March Madness approaches, the longtime AT&T saleswoman character returns in NCAA-tournament-themed commercials.

And this time, she shoots and scores! By which we mean, Milana Vayntrub, who returned as Lily last May after a three-year hiatus, also directed the ads through production company Hungry Man.

Now, she delivers breezy store-based vignettes in AT&T’s self-consciously quirky signature style. First, we get dramatic player intros—by which we mean dramatic existing-customer intros, naturally.

Next, in this halftime integration spot, Lily dunks on her ninth-grade nemesis from the anchor desk.

“Who’s on TV now, Amy?” Ha, ha! Someone’s not a brand ambassador!

Finally, fab foam fingers come to the fore:

Big thumbs up on that last one.

BBDO Los Angeles developed the spots, with digital led by Critical Mass. Other elements will include ads featuring Lily and special guests airing later in the tournament.

So far, other notable March Madness tie-ins include Sam, Spike and Chuck’s rollicking road trip for Capital One, and Nissan’s bouncy tale of a runaway basketball.

An accomplished commercial filmmaker, Vayntrub also worked behind the camera, from her home, for Lily’s comeback flight last year.

CREDITS

Client: AT&T
SVP, Consumer Advertising & Retail Marketing: Valarie Vargas                                               
VP, Advertising and Social Media: Marc Burns
Director, Advertising: Dave Brown
Lead Manager, Advertising: Carter Crenshaw

VP, Media & Sponsorship: Mark Wright                                          
Associate VP, Consumer Media: Sabina Ahmed
Director, Consumer Media: Scott Klatskin
Manager, Media: Katie Salins

Head of Sponsorships and Experiential Marketing: Shiz Suzuki
Director, Sponsorships and Experiential Marketing: Jamie Kerr
Associate Director Sponsorships and Experiential Marketing: Andrea Jones

Agency: BBDO LA 
Chief Creative Officer, BBDO Worldwide: David Lubars 
Executive Creative Director: David Povill
Executive Creative Director: David Cuccinello
Senior Creative Director: Eli Terry
Associate Creative Director: Jon Murray
Associate Creative Director: Frankmy Olivo
Senior Art Director: Thomas Hinkamp
Art Director: Chidalu Motanya
Copywriter: Danielle Silveri
Copywriter: Maddi Wagner

Group Executive Producer: Julie Collins
Executive Producer: Andrew Tucci
Senior Producer: Whitney Husnik
Senior Producer: Scott Lilly

President BBDO LA & Global Client Lead: Rachel Nairn
Managing Director: Julien Lemoine
Senior Director: Laura Perrizo
Account Director: Andrea Bass
Assistant Account Executive: Bobby Walker

Head of Strategy: Tim Millar
Communications Planning Director: Mac Russell
Planning Director: Reza Rostampisheh
Brand Planner: Madeleine Reeves

Project Manager: Cornelia Berg 

Agency: Critical Mass
Executive Creative Director: Frank Dattalo
Group Creative Director: Christiaan Welzel 
Creative Director: Kathryn Whiteside
Associate Creative Director: James Leal-Valias
Associate Creative Director: Minor LeBlond
Associate Creative Director: Cam Benedict
Associate Creative Director: Eric Jorgensen 
Senior Art Director: Carl Lukasewich
Senior Art Director: Stephanie Gerbino
Senior Art Director: Robert DeLeon
Senior Copywriter: Lauren Barrett
Copywriter: Brendan Duffy
Designer: Elmar Van Der Watt

Executive Producer: Sydney Woodman
Producer: Cale McArthur
Editor: Ryan Bouman

EVP Client Partner: Stacia Parseghian
SVP Client Partner: Heather Livengood
Account Director: Austin Tatum
Senior Account Manager: Frankie Martin

Program Director: Laurie Ma
Senior Producer: Amy Damus
Project Manager: Melissa Cavaliere, Thai Quoc Dinh

Media Agency: Hearts & Science
Managing Executive Director: Mike Venables
Executive Director, Digital Strategy: Theresa Fromm
Senior Director, Strategy: Brian Diamond 
Senior Director, Sports Strategy: Melissa McDevitt
Director, Sports Strategy: Greg Lawerence
Director, Digital Audience Planning: Tasha Kapeles
Associate Director, Strategy: Brook Hauge
Account Supervisor: Paige King

Production Company: Hungry Man
Director: Milana Vayntrub
Director: Amir Farhang
Managing Partner/Executive Producer: Mino Jarjoura
Executive Producer/Director of Sales: Dan Duffy
Executive Producer: Rick Jarjoura
Head of Production: Marian Harkness
Producer: Josh Goldstein
Production Supervisor: Ben Oswald

Editorial: Cabin Editorial 
Executive Producer: Adam Becht 
Senior Producer: Michelle Dorsch
Editor: Randy Baublis
Editor: Greg Scruton
Editor: Chan Hatcher

Post EFX: Framestore
Executive Producer: James Razzal
Producer: Meredith Cherniak
Producer: Tom Baker
Producer: Amee Minsal
Lead Artist: Toby Brockhurst

Graphics: LVLY
Executive Producer: Bryce Edwards
Lead Artist: Billy Pence

Audio: Lime
Executive Producer: Susie Boyajan
Audio Engineer: Zac Fisher

Music: Songs for Film & T.V.
Executive Producer: David Fisher

Photography: Embry Rucker

Lily rocks an AT&T logo scarf as she walks home around the halfway mark. LeBron’s the dude with the beard and bling—d’uh. The Corner Shop’s Peter Thwaites directs in appropriately perky, uplifting style.

It’s amazing that so many people know the words to an obscure Nixon-era song. They must’ve learned it from watching Subaru ads.

“The lyrics felt so perfect for what we wanted to say—to look out for, and care for one another, and help make the world a better place for everybody,” AT&T vice president of advertising and social media Marc Burns tells Muse. “Even though it was written over 50 years ago, it’s more relevant than ever.”

“The start of new year is a chance for us all to look forward and start afresh. So, we thought now was the perfect time to share a simple message of hope and positivity,” he says.

Now running online, the :60 will break on national TV before month’s end.

Milana Vayntrub returned as Lily a while back after three years away from the role, shooting spots at home at the height of the pandemic.

NBA icon James inked a multi-year marketing deal with AT&T in March. His work for the brand so far includes a star-studded launch campaign for streaming service AT&T TV, in which he “mouths off” with Missy Elliott, Tracy Morgan and Cookie Monster.

CREDITS

AT&T “A Little Love”

CLIENT: AT&T
SVP, Advertising and Marketing Communication: Valarie Vargas                                              
VP, Advertising and Social Media: Marc Burns
Director, Advertising: Dave Brown
Sr. Manager, Advertising: Stephanie Mejia
AVP, Digital Strategy and Performance: Melissa Smith
Director, Performance Advertising: Jillian Ramirez
Sr. Performance Marketing Manager: Kaeleigh Morrison
Director, Diversity Advertising: Mariel Llenza
AVP, Media Strategy, Global Marketing Organization: Sabina Ahmed
Director, Media Strategy, Global Marketing Organization: Scott Klatskin
Sr. Manager, Media Strategy, Global Marketing Organization: Esther Rim

AGENCY: BBDO
Chief Creative Officer, Worldwide: David Lubars
Chief Creative Officer, Omnicom for AT&T: Matt MacDonald
Executive Creative Director: David Povill
Executive Creative Director: David Cuccinello
Group Executive Producer: Julie Collins
Executive Producer: Whitney Husnik

President BBDO LA & Global Client Lead: Rachel Nairn
Managing Director: Julien Lemoine
AT&T Account Lead: Stacia Parseghian
Senior Director: Laura Perrizo
Account Director: Guilherme Pimentel
Account Supervisor: Claire Sommer
Account Executive: Troy Hudson
Assistant Account Executive: Bobby Walker

Chief Strategy Officer: Crystal Rix
Head of Strategy: Tim Millar
Communications Planning Director: Mac Russell
Planning Director: Reza Rostampisheh
Brand Planner: Madeleine Reeves

Project Manager: Cornelia Berg

AGENCY: CRITICAL MASS
Executive Creative Director: Frank Dattalo
Creative Director: Cori Donohoe
Associate Creative Director: Heather Rosen
Associate Creative Director: Trey Tyler

Executive Producer: Sydney Woodman
Producer: Cale McArthur
Editor: Ryan Bouman

Client Partner: Heather Livengood
Account Director: Austin Tatum

Program Director: Laurie Ma
Senior Producer: Amy Damus
Project Manager: Melissa Cavaliere

AGENCY: HEARTS & SCIENCE
Managing Executive Director: Mike Venables
Executive Director, AT&T Consumer Media: Shanae Johnson
Executive Director, Digital Strategy: Theresa Fromm
Senior Director, Strategy: Christiana Messina
Senior Director, Strategy: Brian Diamond
Director, Strategy: Alex Ornstein
Associate Director, Strategy: Brook Hauge

PRODUCTION:
Production Company: The Corner Shop
Director: Peter Thwaites
Executive Producer: Anna Hashmi
Executive Producer: Jay Shapiro
Producer: Suzie Greene-Tedesco

Editorial: WORK Editorial
EP: Marlo Baird
Post Producer: Brian Scharwath and Paloma Wodehouse
Editor: Neil Smith and Leah Turner
AE: Oliver Hecks and Will Nguyen

VFX: Preymaker | Creative + Technology
Makers:
Angus Kneale
Melanie Wickham
Verity Grantham
Greg Cutler
Matt Tremaglio
Simon Holden
Randy Krueger
John Haley
Ben Weaver
Devan Maura Saber

Arrangement by Walker Music
Executive Producer: Sara Matarazzo, Stephanie Pigott
Producer: Danielle Soury