College football obsession is real, and many fans watch when they really shouldn’t. With modern fandom being non-stop, we reassured fans that AT&T 5G can keep them connected all season long. Our national campaign, “Too Much is Never Too Much” is the perfect expression of extreme modern fandom.

When FAMU’s defense makes a big stop, our fan interrupts a wedding at the most inopportune time. Our caddie cannot stop watching and remarking on his team, the USC Trojans, even when his golfer needs him. Then, we shot for the moon (kinda) with an astronaut who couldn’t take his eyes off the Notre Dame game, so he resorted to some creative ways to delay a shuttle launch.

There is no fandom in America more devoted to a sport, and their individual teams, than college football. Every Saturday they religiously watch their team play, no matter where they are. So, our goal with this brief was to talk to extreme fans in their extremist ways and inform them they can get even more college football and be even more connected to their team with AT&T 5G.

We already knew every Saturday they would be glued to any screen with a game on. And if their team is playing, then you can forget about them paying attention to anything else. This level of fandom is truly unmatched in America. That’s why when it comes to watching college football with AT&T 5G, too much is never too much.

We wanted to reach college football fans the best way we could, so we only ran our campaign on the day we knew they’d all be dialed into a screen - Saturday, the day when college football games are played! Our campaign had 185+ million digital impressions; memorable recall was at 81% (20% higher than the mobile industry).

This campaign embraced and encouraged others to do the same. Finally, a campaign that put football first and everything else second. From Reddit pages to tweets to fans thanking AT&T for enabling their poor behavior, Too Much Is Never Too Much became a rallying cry for college fans everywhere.

We’re not saying college football Saturdays are national holidays here, but to the average American, watching their team each week is unmissable.

For “The Launch,” we tapped into an actual cultural moment that was happening, then delayed, then happening … the NASA Artemis shuttle kept getting delayed while we were concepting, which became our inspiration. We wanted to put a fun twist on what could really be the cause of these delays. In “The Caddie,” we picked a sport full of tradition, formality, silence and the fact that people will watch their team play even while they work. “The Wedding” is based on the many memes and videos of people watching sports at weddings. So, we played off that cultural fandom phenomenon. And for an added hit of authenticity, each spot features a different college football team along with each of their official fight songs to close out every spot.