Capital One Among Several NCAA Sponsors Readying New Ad Campaigns For Tourney
With the NCAA Tournament tipping off this week, several of the organization's sponsors are prepping new ad campaigns, including a "fresh series of Capital One ads" featuring Charles Barkley, Spike Lee and Samuel L. Jackson that show the trio as they "hit the highway again" heading for the Final Four, according to David Gianatasio of ADWEEK. The first ad, which actually debuted last weekend during Championship Week, shows Lee and Jackson trying to "hold it together'" as they "mercilessly razz" Barkley. In another spot, the three "give their vocal chords a time-warped workout by singing along" to Rupert Holmes' song "Escape (The Pina Coloda Song)." The ads come via DDB Chicago (ADWEEK.com, 3/14). FOXSPORTS.com's Andre Vergara noted a spot called "Nicknames" is "one of the best, with Jackson and Lee offering Barkley some suggestions for a new nickname." Those include "Slam Chunk," "Full-Court Mess" and "No. 34 with Fries" (FOXSPORTS.com, 3/15). MASHABLE's Patrick Kulp noted Barkley is the "clown of the trip," as he causes a "pile-up at a ticket booth as he struggles to shoot a coin into the meter" (MASHABLE.com, 3/15). Meanwhile, Barkley will not appear in CDW's latest round of ads airing during the tournament. Barkley had been part of the company's campaigns since '12 (THE DAILY).
THE GRASS IS GREENER: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports Scotts is "using its NCAA ties for a promotion" with Lowe's. Scotts Dir of Marketing Promotions & Communications Chris Strunk said that "the 'Game Plan For A Great Lawn' campaign is largely a social/digital campaign." The campaign began "after Selection Sunday" and employed ESPN anchor Lindsay Czarniak. The campaign includes "displays in more than 1,700 Lowe's stores ... along with in-game ads on ESPN and CBS" (SPORTSBUSINESS JOURNAL, 3/14 issue).
COACH 'EM UP: Dove Men+Care during the tournament will debut its Bonds of Real Strength campaign, which celebrates friendships between coaches such as current and former UConn coaches Kevin Ollie and Jim Calhoun. Dove Men+Care throughout the tourney will feature other NCAA coaches, including Georgia State's Ron Hunter, Ohio State's Thad Matta, Texas Tech's Tubby Smith and Valparaiso's Bryce Drew (Dove Men+Care).
THERE'S NO WRONG WAY: Reese's is returning for its fourth year as sponsor of the Reese's Final Four Friday. The free event will feature practices from NCAA Final Four teams along with fan activities, entertainment and giveaways. Reese's and Kroger will kick off the day by hosting an on-court celebration at NRG Stadium with NCAA Team Works, the Houston Independent School District and Houston Public Libraries to recognize 8,000 HISD third graders from 68 schools who participated in the "Read to the Final Four" program. Reese's and Kroger will be donating a combined $10,000 to the Read to the Final Four schools during the celebration (Reese's).
