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March Madness is all about keeping up with every game, every buzzer-beater, and every unexpected upset—because missing a moment isn’t an option. Now, to celebrate the official sports bar of March Madness, has announced a new campaign entitled, “So Many TVs. Not Enough Eyes.”

Developed in partnership with its creative agency of record, , the campaign highlights B-Dubs as the ultimate March Madness destination, with countless screens ensuring fans never miss a moment of the action.

A 30-second spot sits at the centre of the campaign. In it, Hank, B-Dubs’ CGI Buffalo and biggest fan, takes on the role of an infomercial spokesperson, sharing that there are so many TVs at B-dubs that you can’t even watch them all at once. The solution? His “B-Dubs Vision Goggles”, which are the perfect way to watch all of the March Madness games at the same time. The spot plays into all of our favorite infomercial tropes and drives people to visit , where they can actually buy the incredible B-Dubs Vision Goggles for only $9.99 starting on March 17 at 9 a.m. EST.

Two 15-second spots accompany the campaign. In “,” we see Hank wearing a pair of homemade goggles that help him see all of the screens playing all of the March Madness games at Buffalo Wild Wings. But, he’s quickly faced with the harsh reality that his homemade TV-watching eyewear isn’t the most flattering thing to wear. In “,” Hank brags and waxes poetic about his goggle invention and how great they are, but quickly backs his way out of all of his lofty claims.

The campaign further showcases B-Dubs as America’s sports bar and the best and only option for watching March Madness. “So Many TVs. Not Enough Eyes.” is the latest iteration in “Let’s Go Sports Bar” and features the brand spokesbuffalo Buffalo Wild Wings launched in 2023.

The campaign is live across broadcast, paid social, OTT, organic social, and influencer collaborations. A Snapchat Lens will also bring the goggles to life on March 20.

“What makes March Madness so exciting is the sheer amount of can’t miss games and moments happening at once,” said Tristan Meline, chief marketing officer at Buffalo Wild Wings. “B-Dubs is the only place you can watch it all, with over 60 wall-to-wall TVs playing the men’s and women’s games simultaneously. So, we created these one-of-a-kind goggles to assist our most devoted March Madness fans catch even more action than two eyeballs will allow.”

"You may not have heard of N.E.E.D. (Not Enough Eyes Disorder), but it’s a real problem for people at Buffalo Wild Wings during March Madness. So many screens, not enough eyes. And we solved it the only way a slightly inebriated buffalo with wings could. Unhinged? Probably. Unforgettable? We sure hope so." said Dan Berenson, creative director at Anomaly.

"Every March signifies another year of college basketball Madness. But with so many games it’s hard to take it all in because of N.E.E.D. (Not Enough Eyes Disorder). Using our talking Buffalo with wings, Hank, we decided it was time to solve N.E.E.D. once and for all. That’s where our newest in technological advancement comes in: the B-Dubs Vision Goggles."

"We worked with Maggie Carey, Caviar, Untold, and Lime to create a 30 second infomercial and two subsequent 15s bringing to life this new device featuring Hank. But, we knew it wasn’t enough for only Hank to enjoy March Madness and B-Dubs. Our fans needed help too. That’s why we partnered with Spak and UNR to bring them to life for real, and for the low low low price of 1 easy payment of $9.99. Available on 3/17 and 9am. They’ll be donned by a range of influencers as well as a panel of March Madness experts during a live broadcast. It’s not often you get to do smart and dumb all at the same time, but when it’s possible great things happen."