Kentucky Fans Upset By Use Of Laettner Shot In New UPS Ad Campaign

UPS is airing an ad during the NCAA men’s basketball tournament that “has riled some influential University of Kentucky fans by highlighting a genuinely painful moment in Wildcat history,” according to Joseph Gerth of the Louisville COURIER-JOURNAL. The ad features video of the "winning shot by Duke University’s Christian Laettner in the 1992 East Regional over UK,” which has been called the "greatest college basketball game ever by some.” The spot “draws a connection" between the inbounds pass on the play and the "importance of ‘logistics,’ which is the theme of the current UPS ad campaign.” Kentucky state Sen. Ernie Harris said, "I think it would be wise for them to pull the ad.” However, Gerth notes the company “plans to continue running the ad.” Two UPS spokespeople said that it “was not meant as a slight to UK or its fans.” UPS Dir of Global PR Mark Dickens, an admitted UK fan that was involved in creating the marketing campaign, said that he “figured that the ad could cause a stir.” Dickens added the pass from Grant Hill to Laettner is “just a great metaphor for being at the right place at the right time.” He said that the company “even cleared the ad with UK before deciding to air it.” Dickens: “Hopefully, no one thinks UPS has an anti-UK bias” (Louisville COURIER-JOURNAL, 3/15).

FIRST TIME FOR EVERYTHING: SPORTSBUSINESS JOURNAL's Michael Smith reports the new ad marks the first time UPS "has used actual NCAA content in its advertising."  The company "featured college coaches in its advertising last year." UPS has four total commercials lined up for TV on CBS, Turner networks, March Madness Live's digital broadcast, UPS' Facebook page and other online outlets. There is the 30-second Laettner spot, a 75-second spot and a "two-minute video that will run on Facebook." UPS, the NCAA's official logistics partner, also has "four new brand ambassadors from the college world" -- UConn women's basketball coach Geno Auriemma, Butler men's coach Brad Stevens, Rutgers women's basketball coach C. Vivian Stringer and ESPN's Dick Vitale. The ads and the new brand ambassadors are "part of a March Madness program that UPS has deepened this year." Meanwhile, Smith notes the 20-year anniversary of Laettner's play "appears to be popular this month." It provides the backdrop for another NCAA partner, LG Electronics, which "will use the Duke-Kentucky theme in its sponsorship of Center Court inside Bracket Town, the primary fan-fest area for the Final Four" (SPORTSBUSINESS JOURNAL, 3/12 issue).