29media-basketball-blog480*AT&T may have a winner on its hands with the company’s new commercial campaign, featuring some of the greatest former basketball players in the NBA.

Flowing from the “It’s not complicated” commercials, where a group of kids sit around comedian Beck Bennett to discuss why ‘more is better than less,’ this round of NCAA themed ads include funny stints with tall athletes in children’s chairs.

Beck Bennett continues as the interlocutor. Instead of the children, this basketball-themed commercial has him interacting with four former star professional players: Kareem Abdul-Jabbar, Larry Bird, Magic Johnson and Bill Russell.

Everything, like the other commercials, takes place in the classroom.

For the N.C.A.A. tournament, “we thought, wouldn’t it be fun to do a riff” on the commercials with the children, said David Christopher, chief marketing officer at the AT&T Mobility unit of AT&T in Atlanta; and “in a fun way to give a nod to basketball fans,” cast famous former stars in the new spots

Check out the full story at NY Times’ Mediacoder.