Capital One bring out the March Madness spots
These March Madness spots from GSD&M were all directed by Spike Lee.
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Marking the 15th year as the official sponsor of the NCAA March Madness tournament, Capital One is back again with the launch of their newest fully integrated March Madness campaign, created by Capital One’s agency of record, GSD&M.
Marking its tenth year running with fan favourites Charles Barkley, Samuel L. Jackson, and Spike Lee, the Capital One trio is embarking on a road trip to the Final Four, making stops at the must-see historical monuments to March Madness on their journey.
Over the years, Capital One has demonstrated its ability to connect with consumers through advertising by tapping into cultural moments that aren’t often expected in the banking and finance world. The NCAA is one such moment.
The NCAA Men’s and Women’s tournaments span more than three weeks, and it’s Capital One’s goal to be the most stand out brand during this time. To break through and be remembered, GSD&M created highly entertaining commercials featuring a cast of memorable celebrities, musicians, and athletes enjoying the madness of March, just like the tens of millions of fans.
Credits
View on- Agency GSD&M/Austin
- Production Company Pony Show Entertainment
- Director Spike Lee
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Credits
View on- Agency GSD&M/Austin
- Production Company Pony Show Entertainment
- Director Spike Lee
- Group Creative Director Ryan Carroll
- Talent Charles Barkley
- Talent Samuel L Jackson
- Talent Spike Lee
- Talent Will Forte
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency GSD&M/Austin
- Production Company Pony Show Entertainment
- Director Spike Lee
- Group Creative Director Ryan Carroll
- Talent Charles Barkley
- Talent Samuel L Jackson
- Talent Spike Lee
- Talent Will Forte
The campaign will feature 4 new :30 TV spots, including:
First Game - Charles Barkley and the guys end up at the first-ever basketball game, where they meet “James Naismith,” played by Will Forte, and offer quirky ideas for improving the game that fans know and love today.
The Bank Is Open - The group stops by the Capital One Cafe, and Charles Barkley tries to hit a bank shot. After he misses, the guys suggest giving someone else a try - the Capital One Bank Guy. Turns out the Bank Guy’s got game.
Battle of the Blimps - Last year, Charles Barkley introduced a new way to get to the Final Four - the Chuck Blimp. This year, Sam, Spike, Jen and Chuck are back on the Chuck Blimp again, only to find someone else is ball hogging their airspace: Magic Johnson in the Magic Blimp.
Ice Kareem - Everyone knows the best road trips include snacks. The trio stops at basketball legend Kareem Abdul-Jabbar’s “Ice Kareem” truck for snacks, and they decide to take the whole truck to-go. Kareem joins them on the road to the Final Four, where they taste all of the flavors and are treated to one of Kareem’s skyhook passes.
The cross-channel campaign will span TV, social, digital, OOH in-arena signage, and on-site activations. Capital One and Warner Bros. Discovery Live Events partnered on the on-site activations.
The social components of the campaign span across all aspects of the campaign, including real-time content, creator collaborations, and interactive campaigns. Fans will get to experience The Road Trip Souvenir Shop and an Ice Kareem AR Lens. The Road Trip Souvenir Shop will feature branded giveaways via Capital One social channels, while the AR Lens on Snapchat will engage fans with fun, personalised experiences.
"Over the past four years, GSD&M has brought a relevant and impactful creative approach that brings Capital One’s brand message to life," said GSD&M Group Creative Director Ryan Carroll. "Our goal is always to push the boundaries, enhancing the way people experience the brand, making sure every campaign not only captures attention but also deepens the connection fans have with the March Madness moments they look forward to every year."
