Coke Zero is launching a new U.S. campaign, revolving around the NCAA men’s basketball tournament. The brand, which was created as a male-targeted diet version of Coca-Cola, is highlighting this “men” twist in the new advertising effort, developed by Droga5. The tagline of the new campaign, “It’s Not Your Fault,” plays around the men’s right to be in the game, even when they are at work.

The spot of the campaign aired last weekend in relation to Selection Sunday. In the 30: commercial, two guys in an office are discussing which teams are better while sipping their Coke Zero—in other words, they are working on brackets instead of doing their job. As they are spotted by their boss, one of the guys disappears, leaving the other one a bit lost and confused. He’s reassured by a very convincing voice (apparently, from above), which is telling him that “picking sides has always been a national tradition.” This statement is accompanied by historical scenes depicting politicians in wigs from the past centuries. “See, you’re not slacking, you’re just being patriotic,” adds the voice.

“Our new campaign tasks the brand’s voice to be the ultimate defender of guy enjoyment on the premise of not having to make any sacrifices. It celebrates guys being guys. ‘It’s not your fault’ is based on the notion that the brand can and should be everywhere that guys bond and find camaraderie with one another—like sports, music and gaming,” commented Pio Schunker, head of integrated marketing communications at Coca-Cola North America.

According to Creativity, the brand’s consumers were 57% men and 43% women in late 2012. The new campaign related to March Madness is sure to attract more male consumers, driving ladies to other products in the portfolio—say, Diet Coke, with a distinct female twist. The new advertising effort, which speaks out for guys, includes a 30-second TV ad, a series of digital videos and a partnership with TBS’s Conan. The spot is also available of Coke Zero’s official website that also features inspirational mottos, play a bracket challenge and sign up for Coke Zero bracket insurance.