You’ve seen him posterizing defenders at Duke. You’ve seen the 6’9” frame gliding across the floor like a guard. But honestly, nobody expected to see Cooper Flagg screaming at the top of his lungs in a room full of senior citizens over a game of bingo.
The Cooper Flagg AT&T commercial officially hit the airwaves during the 2025 March Madness cycle, and it immediately felt different from the usual "serious athlete" spots we get this time of year. While most brands want their superstars looking heroic and sweaty, AT&T decided to lean into the chaos of Flagg’s competitive streak.
It works. It really works.
The "Bingo" Breakdown: What Actually Happens
The premise is simple, which is usually why these ads stick. We aren’t in Cameron Indoor Stadium. We’re in a quiet, wood-paneled community center. Cooper is sitting at a long table, hunched over a bingo card.
The announcer calls out "B-2."
Flagg doesn’t just raise his hand. He explodes. He stands up, lets out a roar that would fit perfectly after a game-winning dunk, and yells "BINGO!" with terrifying intensity.
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Then comes the best part. His grandmother—his actual grandmother, Kelly Flagg, who fans already know from her viral "Face Sweater"—is sitting right next to him. She doesn't miss a beat. She leans over, tells him to "have some chill," and reminds him to go shake hands with his opponents.
It’s a 30-second masterclass in self-deprecating humor. AT&T uses the moment to pivot to their "AT&T Guarantee," basically saying that while they can’t guarantee Cooper will stay calm during a board game, they can guarantee your connectivity.
Why This Ad Matters for NIL
Honestly, the Cooper Flagg AT&T commercial is a massive milestone in the Name, Image, and Likeness (NIL) era. For years, AT&T built its March Madness brand around "Lily" (played by Milana Vayntrub) and various retired NBA legends like Christian Laettner or Magic Johnson.
Bringing in a current college freshman as the face of a national campaign is a power move.
It’s not just about the money, though the money is crazy. Estimates put Flagg’s total NIL valuation north of $4 million during his time at Duke, with some reports suggesting his total portfolio—including New Balance and Fanatics—reached much higher. But the AT&T deal is about reach.
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When you're the lead in a commercial that plays during every single timeout of the NCAA Tournament, you aren't just a basketball player anymore. You're a household name.
The Grandma Factor
Using Cooper’s real grandmother was a stroke of genius by the agency, BBDO LA. In a world of "fake" influencer content, seeing a genuine interaction between a superstar and his "Mammie" feels authentic.
Kelly Flagg became a celebrity in her own right during the 2024-25 season. She was often spotted courtside wearing a blue sweater adorned with Cooper’s face. By putting her in the commercial, AT&T tapped into a pre-existing storyline that Duke fans already loved.
Is It Better Than the "New Balance" Ads?
People love to compare. Earlier in 2024, Flagg signed a massive deal with New Balance. Those ads were gritty. They focused on his Maine roots and the "workhorse" mentality. They were cool, but they weren't funny.
The Cooper Flagg AT&T commercial serves a different purpose. It humanizes a kid who has been called "The Chosen One" since he was 15. It shows he can take a joke.
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What’s Next for the Flagg-AT&T Partnership?
As Cooper moves into the NBA (he was the #1 overall pick by the Dallas Mavericks in the 2025 Draft), the partnership hasn't slowed down. In June 2026, AT&T even launched the "FLAGGSHIP Experience" in New York City, turning their Times Square store into a Cooper Flagg museum/interactive fan zone.
It’s clear they see him as the long-term successor to the NBA stars they’ve used in the past.
Key Takeaways from the Campaign
- The "No Chill" Persona: The ad successfully branded Cooper as a hyper-competitor, which aligns with his on-court reputation.
- Mainstream Crossover: It signaled his transition from a "college star" to a "cultural icon."
- Authenticity Wins: Using his real family members helped the ad go viral on social media, specifically TikTok and X.
If you’re looking to follow more of his brand journey, keep an eye on his Gatorade spots, which often feature narrations from NBA legends like Dirk Nowitzki. But for pure entertainment value, nothing beats the Bingo hall.
Next Steps for Fans:
If you want to see the "Face Sweater" that inspired the commercial's wardrobe, check out the official Duke Basketball social media archives from the 2024 Champions Classic. You can also find the full 30-second "Bingo" spot on AT&T’s official YouTube channel if you missed it during the live broadcasts.