Basketball Legends Replace the Kids in AT&T's 'It's Not Complicated' Campaign

NCAA spots star Magic Johnson, Larry Bird, Kareem Abdul-Jabbar and Bill Russell

Published on Mar 29, 2013

Editor's Pick

Kids have thus far been the stars of AT&T uber-popular "It's Not Complicated" campaign out of BBDO. Now, in honor of the NCAA's "Elite Eight" coverage this weekend, the agency's Atlanta and New York arms turn the camera lens towards a different set of kids -- grown up ones. Two spots, directed once again by Jorma Taccone, star basketball legends Magic Johnson, Larry Bird, Kareem Abdul-Jabbar and Bill Russell.

In "Up Top," Beck Bennett asks the not-so-humble guys whether it's better to be bigger, or smaller, in basketball. The players proudly say "bigger," while Magic Johnson adds, "like us." (He's like the know-it-all little girl in "Dizzy" who exclaims she is "absolutely positive")

In the second spot, "Slow Break," the merits of being faster versus being slower are discussed, when Mr. Bird gets his feelings a bit hurt.

Read more about the original campaign, and the truth behind its kooky kids in Behind the Work.

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Mar 29, 2013
BBDO New York and Atlanta
Chief Creative Officer:
David Lubars
Executive Creative Director/Production:
Erik Fahrenkopf
Executive Creative Director/Production:
LP Tremblay
Creative Director:
Stephen McMennamy
Creative Director:
Alex Russell
Associate Creative Director, Art Director:
Rory Odani
Associate Creative Director, Copywriter:
Jason Miller
Art Director:
Jesse Snyder
Carl Jannerfeldt
Director, Integrated Production:
Dave Rolfe
Angela Narloch
Music Producer:
Melissa Chester
Production Company:
Jorma Taccone
Director, Photography:
Mark Williams
Executive Producer:
Michael Sagol
Line Producer:
BP Cooper
Lost Planet
Chris Huth
Executive Producer:
Krystn Wagenberg
Lauren Hafner Addison
Visual Effects:
Spontaneous NY
Bryce Edwards

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