In the latest commercial from AT&T titled “Boxy Boys,” Carmelo Anthony, Kendrick Perkins, and TJ Ford are transported back in time after receiving proactive advice from the telecommunications company. The spot kicks off with Anthony expressing his appreciation for good advice, prompted by AT&T’s proactive recommendations. Perkins, however, bluntly retorts that Anthony gives terrible advice, setting the stage for a flashback.
The scene transitions to a tailor shop, where the trio, now at their current age, are seen trying on ill-fitting suits in preparation for the NBA Draft. Anthony, sporting his signature headband, humorously remarks that their formalwear choices are “timeless classics,” poking fun at how poorly their draft night attire has aged. They then capture the moment with a flip-phone selfie, dubbing themselves the “boxy boys.”
Adding to the retro vibe, the commercial features the instrumental to Chingy’s “Right Thurr,” a hit song from the summer of 2003. This AT&T March Madness campaign, developed in collaboration with agency BBDO, comprises six different ads showcasing various NBA stars like Jalen Brunson, Shai Gilgeous-Alexander, and Chad Holmgren, as well as WNBA players such as Sabrina Ionescu and March Madness legends like Candace Parker and Carmelo Anthony.
