Millions of young Americans want nothing more than to be the next LeBron James.

But the Cavs forward and frequent pitchman has a different message for kids: The world doesn’t really need more basketball stars. Drew Brees and Adriana Lima posit that the world doesn’t really need more quarterbacks or supermodels, either.

What does the world need more of, then? The answer, according to a new Verizon campaign set to launch during the first round of the Final Four this weekend, is more scientists, engineers, mathematicians and tech professionals.

The purpose of the campaign created by Verizon’s digital agency partner R/GA is to highlight the telecom giant’s Innovative Learning initiative, which funds STEM education programs at schools throughout the U.S.

“We made it our mission years ago to deliver the promise of the digital world; it’s part of our transition from a telecom company to a digital company,” Verizon chief marketing officer Diego Scotti told Adweek. “Not having access or knowing how to use [technology] today is like not knowing how to read or write 100 years ago.”

As to why Verizon is running an ad during the Final Four that doesn’t mention a single product, Scotti said, “We are in a category where whoever shouts loudest with the cheapest offer wins. But we want to make a point: our place in the world is also about [Verizon’s] values and its mission. This was a really important moment for us as a tech company, and connecting with this audience made a lot of sense.”

"Not having access or knowing how to use [technology] today is like not knowing how to read or write 100 years ago." Verizon chief marketing officer Diego Scotti

In the lead-up to this campaign, Verizon asked kids in “underserviced” schools about their life goals—and an overwhelming number said they wanted to be celebrities. “The more we spoke with them,” said Scotti, “the more we understood that they think those are the only jobs that get the best part of the [current] economic situation.”

This making-of video illustrates his point.

To date, Verizon has not yet heavily promoted Innovative Learning—but the partnership now includes some 430 schools around America. Scotti frames it as part of his company’s larger efforts to emphasize its growing social responsibility as Verizon gains more power in the worlds of media, technology … and advertising. According to Scotti, the celebrities involved—each of whom have each partnered with the company in some respect before—volunteered their time for #weneedmore.

The campaign will continue by way of future spots featuring such stars as actress and singer Zendaya and NASCAR driver Joey Logano. Scotti said it aims to show the public “a side of the company and the brand that not a lot of people know.”

“How great would it be to ask these friends of ours to debunk the idea that you need to be a celebrity to succeed in life?” he asked. “Everything is very authentic.”

He did not, however, dispute the fact that a pro basketball career would almost certainly be very cool.

CREDITS

Campaign: Verizon #weneedmore

Agency: R/GA New York

Verizon Credits

Chief Marketing Officer: Diego Scotti

President, Verizon Foundation: Rose Kirk

Director, CSR Marketing: Deirdre Robinson

Manager, CSR Marketing: Kendall Lee

Manager, CSR Marketing: Jennifer Sengupta

Agency: R/GA

Senior Art Director: Michaela McCrink

Art Director: Nancy Nystrom

Executive Creative Director: Isaac Silverglate

Senior Copywriter: Raegan Allsbrook

Senior Copywriter: Isobel Oliphant

Executive Creative Director: John Berman

Art Director: Zachary McKinney

Executive Creative Director: Erin Lynch

Experience Design Director: Vincent Steurs

Experience Designer: Talia Briganti

Associate Designer: Adam Sareen

EVP, Managing Director: Kris Kiger

Executive Creative Director: Lars Hannson

Design Director: Vitor Andrade

Design Director: Jessica Bergstresser

Senior Designer: Paul Gonzalez

Designer: Timothee Bayard

Senior Producer: Tarah Marvell

Producer : Nicole Poull

Associate Producer: Kevin Solomon

Managing Director: Vanessa Reyes,

Management Supervisor: Gabriela Laguna

Account Supervisor: Erin Brogan

Senior Software Engineer: Wade Wojcak

Associate Technology Director, QA: Silas Law

Senior Technology Director: Nauman Hafiz

Senior QA Engineer: Donna Gonzales-Mapagu

Senior Technology Director: Isabel Kantor

Technology Lead: Eloy Anzola

Executive Technology Director: Micah Topping

Technology Lead: David Holm

Executive Director: Paul Turzio

Associate Director: Meghan Phillips

Senior Analyst: Deanna Meyer

Senior Analyst: Naha Dayal

Executive Strategy Director: Donny Jensen

Strategy Director: Bryn Little

Associate Strategy Director: Antonio Guerrero

Social Strategy: Aaron Georges

Producer: Will Morel

Executive Producer: David Fisher

Senior Manager, Business Affairs: Lynda Blaney-Smith

Senior Producer: Damisi Rosemond

Retouch Artist: Richard Majchrzak

Senior Video Editor: Charlie Porter

Production: B-Reel Films

Directors: Anders Hallberg and Tom Malmros

Director of Photography: Aril Wretblad

Executive Producer: Michael McQuhae

Producer: Meg Gutman

Production Supervisor Samantha Gershberg

Post-Production: Cut and Run

Editor: Gary Knight

Producer: Joanna Hall

Color Grading & Finishing: Jogger

Colorist Jamie O’Bradovich

Music: ELIAS

Composer: Zach Golden

Creative Director: Eric Ronick

Producer: Matt Phenix

Sound Design/Mix: Heard City

Sound Engineer: Jeremy Siegel

Producer: Sasha Awn