NBA fans are over the 'What A Pro Wants' commercial, but maybe that's what AT&T wanted

An ad for AT&T titled "What A Pro Wants" is being dubbed by some as "the worst commercial in history" after airing excessively, but maybe that is what the phone and internet provider wanted.

NBA fans tuning into playoff basketball may have noticed the particular commercial featuring Oklahoma City Thunder players Chet Holmgren and Shai Gilgeous-Alexander looping ad nauseam during commercial breaks. In the commercial, the point guard and power forward sing their rendition of Christina Aguilera's "What A Girl Wants," but subbing "pro" for "girl."

"And I'm thanking you for knowing exactly what a pro wants, what a pro needs, whatever makes me happy sets me free," the NBA players sing in unison.

Despite criticism online, the 30-second commercial continues to be aired and lodged into people's brains. One X user even suggested that the NBA playoffs ratings are down because of the ad. But a advertising expert says it could be part of the brand's strategy.

Watch the ad.

'Irritation is a good strategy'

Brian Wieser, a strategic financial analyst of global advertising and technology, told USA TODAY that AT&T may have paid to air the commercial frequently to "irritate the heck out of people."

"Irritation is a good strategy," according to Wieser. "It causes you to remember the brand and take an action. Sometimes people take action more out of hate than love."

Replaying the commercial would also effectively cut costs because the company wouldn't have to create an entirely new ad or divide up its production budget, Wieser said.

USA TODAY contacted AT&T but did not receive a response.

Social media unites on not loving the 'What A Pro Wants' ad

The commercial's frequency prompted viewers to criticize it, including David Ubben, a national college football writer for The Athletic. Ubben shared a post April 28 on X saying, "I'm ready to call it: Aided in part by being forcefed to hoops fans for months, the Chet/SGA 'What a pro wants' is the worst commercial in history."

"I don't know what it sought to accomplish but if the goal was to leave me equal parts confused and annoyed each time: Well done," Ubben's post continued. "... If you told me either of those guys had ever heard that song before this ad was pitched to them, I would be floored."

The Dan Patrick Show, which is streamed on Peacock and Fox Sports Radio, posted a clip on X of the former ESPN personality and his co-hosts talking about the commercial. The caption for the X post said, "By now we know 'What a pro wants.' But what DP and the Danettes want is for this commercial to be put to bed."

X user @IanKarmel posted on April 29 that he doesn't "even know what the 'What a Pro Wants' commercial is advertising."

Legion Hoops, a popular basketball news account on X, shared a post April 23 saying, "Trying to think of the worst moment of my life… oh wait, I remember: it’s watching this Shai-Chet 'What a pro wants' commercial."

Terrence Oglesby, a basketball analyst for the Charlotte Hornets, shared an X post on Monday saying, "Hey @ATT I’ll pay a subscription to never see this 'what a pro wants' commercial again in my life."

At least some X users might be enjoying the ad, with one posting the lyrics sung by Holmgren and Alexander.

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This article originally appeared on USA TODAY: AT&T 'What A Pro Wants' commercial unites annoyed NBA fans