Why are fans so upset about the AT&T ad with Oklahoma City Thunder stars Shai Gilgeous-Alexander and Chet Holmgren singing a version of the Christina Aguilera hit?
erhaps the ad, which has run on an endless loop since the start of March Madness, just irks you. Maybe at this point it’s haunting your dreams, your soul, every freaking fiber of your DNA.
But when I first saw the AT&T spot during March Madness, I was delighted. Not because of the creative concept but because of who was in it. SGA and Chet might not be as familiar to general audiences as, say,and Kevin Durant. Some of the online criticisms hit on this–who the hell are these guys making me suffer through an off-key earworm? But both SGA and Holmgren are brilliant young players for an exciting, relatively undercovered team on the rise.
From a sports-marketing perspective, sure, first impressions matter. If you’re repping SGA and Chet, maybe it’s not ideal to introduce your clients to a mass audience in an ad that’s driving many people crazy? On the flip side, their faces and names are now very, very familiar to the public at large. “It’s building exposure and stickiness,” says Jason Goldstein, a marketing agent at WME Sports, which represents Holmgren.
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