Geography 101: Barkley Joins Spike Lee, Samuel L. Jackson In Capital One Tourney Ads
Capital One released a new ad campaign to coincide with the NCAA Tournament that charts the progress of Charles Barkley, Samuel L. Jackson and Spike Lee as they "make their way via auto to Indianapolis" for the Final Four, according to Lewis Lazare of the CHICAGO BUSINESS JOURNAL. The debut spot in the series is "certainly the best of the four commercials as it showcases Barkley's unique skill for playing dumb and smart simultaneously, while managing to be immensely likable the whole time." The humor "stems from Barkley's amazing ability to make it seem possible he has actually misinterpreted the city where they are supposed to be headed on the road to the final four" (BIZJOURNALS.com, 3/18). In Annapolis, Tim Pratt notes instead of arriving in Indianapolis, Barkley "drives them to Annapolis, 600 miles east." A sign is shown "welcoming the group to Maryland's capital city." Barkley in the ad says, "Wake up, fellas. We're finally here. In the Annapolis. Now we've just got to find the stadium." Jackson and Lee "go on to explain to Barkley they're supposed to be in Indianapolis, not 'in the Annapolis.'" Annapolis and Anne Arundel County Convention & Visitors Bureau President & CEO Connie Del Signore "called the commercial hilarious" (CAPITALGAZETTE.com, 3/17). Another spot in the campaign, which was directed by Lee, shows the trio "all disagreeing on the correct way to pronounce 'Louisville.'" Jackson says, "Looahvull." Lee corrects him and says, "Lull-ville." Finally, Barkley "pipes up from the back: Luuullllville!'" (BIZJOURNALS.com, 3/20).
STAR POWER: In N.Y., Bob Raissman asks if top college basketball players "could deposit corporate America’s paycheck in return for appearing in commercials, where would that leave Barkley and other facemen who star in TV advertising campaigns airing during the tournament?" Barkley is fronting two campaigns -- Capital One and CDW -- that "have purchased major airtime." Meanwhile, ESPN's Dick Vitale is "cashing Pizza Hut and Oberto Beef Jerky checks," TNT's Kenny Smith "is pitching for Burger King," and former NBAers Clyde Drexler, Julius Erving, Christian Laettner and Shaquille O'Neal are featured in an AT&T campaign. Most of the analysts in the commercials are "politically correct when it comes to acknowledging the role of student-athletes," as they "piously yap about wanting to see these players benefit." But while "running their mouths, saying the right thing, they simultaneously line their wallets and stuff their pockets" (N.Y. DAILY NEWS, 3/20).
GUERRILLA WARFARE: In N.Y., Claire Atkinson reports guerrilla ad buying is "gaining steam as marketers throw more money at a back door way of buying TV sports." The strategy uses the "long-existing but recently souped-up strategy of stitching together regional buys to deliver the same buzz and power of a national ad buy," which "likely saves advertisers" 30-50%. N.Y.-based Cadent Network "is behind the strategy, successfully pitching advertisers and agencies on a fast- growing ad platform that gives them access to national events like March Madness by cobbling together regional buys." CBS and Turner are "close to selling out their ad inventory" for $700,000-$1.5M for a 30-second spot. However, Cadent said that it can "deliver similar national reach for as much as 50 percent less" (N.Y. POST, 3/20).
