To hype up and entertain the biggest NFL fanbase in the world, AT&T collaborated with up-and-coming artist, BigXthaPlug to create a custom Dallas Cowboys anthem that plays in-stadium at every home game. The lyrics of BigX’s hit song, “Texas” were specifically reworked to speak to Cowboy Nation, the state’s local patriotism and 64-year legacy of the team. This :90s stadium takeover proved that only AT&T could celebrate the Cowboys and their fanbase to this extent by creating the biggest music video that didn’t just feature legendary players and historic plays, but also included the fans that steadfastly believe in them.

Texas, the second largest state in the US is known for its vast open spaces. Its people are known for their local patriotism, their no-nonsense attitude and their love for everything big; big cars, big barbeques and big personalities which have led to the popularization of the phrase “everything is bigger in Texas.” There is no NFL fanbase that is bigger, more loyal or more invested in their team than Cowboy Nation. For 64 years, Cowboy fans have been through every triumph and heartbreak with unwavering faith in the 6th Superbowl win to come.

This deep passion for the team has inspired character super fans, like Wrecking Ball Gregg and Suitman, as well as car groups, like the Dallas Lowriders, that take their team loyalty to the next level. We brought together a complete range of true Dallas fans, players and upcoming artist, BigXthaPlug, to create an in-stadium experience that was bigger than any other brand sponsored content shown on game day.

AT&T has a moment of exclusivity at each home game that is designed to level-up the in-stadium energy and inspire fans to make noise for the Cowboys. The greatest challenge is breaking through the frenzy of distractions and other media to engage an audience that wants to be served anything, but an ad. This video placement had gone 5 years without an update and AT&T was in need of content that would captivate and speak to the entirety of the Cowboy Nation fanbase. The brief was to excite and engage Cowboys fans by demonstrating “Connecting Changes Everything” in a :90 immersive, all-screen takeover moment to bring them a greater fan experience. We needed to develop a creative idea that would increase brand awareness, perception and likability all while ensuring the Cowboys’ team remained center focus.

Since the Dallas Cowboys is “America’s Team,” their fanbase ranges extensively in demographics. From fans who witnessed the original Hail Mary pass in 1975 to those who staked their loyalty over the 2014 Dez Bryant ‘catch’ debate, our :90 video had to inherently speak to every single one. AT&T leaned into the insight that “everything is bigger in Texas” and used it to illustrate how the love for football in Dallas is as big as the city itself by creating custom Dallas Cowboys lyrics to the self-proclaimed Texas anthem, “Texas” by BigXthaPlug.

As the saying goes – everything is bigger in Texas.

The Dallas-Fort Worth area is home to The Dallas Cowboys, the biggest franchise in the National Football League, commonly referred to as “America’s Team.” Throughout its 64-year long history, they have been the home to some of the most legendary players and some of the most iconic plays.

To celebrate The Dallas Cowboys and showcase AT&T’s commitment to the team, we decided to hero those iconic moments, giving the fans something to get excited about, all while paying homage to the iconic phrase.

The video plays across 14 screens including the jumbotron which at 72 feet high by 160 feet wide is the biggest screen in the NFL and among the biggest in the world, during the first half of all home games at The AT&T Stadium.

To truly illustrate how everything is ‘bigger’ in Texas, AT&T created the biggest in-stadium music video that runs on the biggest screens in the NFL during the first quarter of every Dallas Cowboys home game. From conception to final post-production that lasted from May 2023 to Nov 2023 the team used many techniques to seamlessly blend current players, historic plays and die-hard fans into one dynamic moment. By combining practical filming, green screens, historical footage and extensive visual effects, the Cowboys’ influence on Dallas was finally displayed as big as the city itself. More than 95,000 people witnessed the video in stadium each week and even more were able to see it from the organically posted social videos that went viral.

The response was incredible, fans in the audience recorded and shared the video across social media where it organically went viral and received over 5 million combined views and over 700k likes in the days following the launch, with an overwhelming positive sentiment and even managed to win over some of their biggest rivals:

“Not a cowboys fan but that is crazy lit!”

“As an Eagles fan I am saddened to inform you that this went undeniably hard”

“As an Eagles fan that hates the Cowboys I gotta admitt that’s dope”