In year two of Connecting Changes Everything, AT&T wanted to tap directly into March Madness fandom by diving deep into college hoop culture. Chet & SGA practiced their inner pop star, Jalen Brunson adorned a coat of many phones, and “Boxy Boys” Carmelo, Perk, and TJ Ford reevaluated their 2003 draft night fit choices. Madness? Perhaps. Connecting to fans? Absolutely.