This week in sports advertising, Foot Locker’s Discover Your Air Network debuts, Gatorade fuels a friendly family competition, and Grant Thornton spices things up with Rickie Fowler.
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1. Grant Thornton — Obvious Change
Agency: gyro Chicago/Denver
Athlete / Influencer: Rickie Fowler
Accounting and consulting firm Grant Thornton is one of the largest financial services companies in the world, but not everyone understands business jargon, so they created the “Obvious Change” campaign with gyro to highlight the frustrations people face. The campaign started last year and puts a comedic spin on situations where people’s needs aren’t heard.
For 2019, they revived the campaign with sports ambassador Rickie Fowler. This spot, “Tailor,” chronicles Fowler’s quest to find an outfit that fits his ‘spicy’ style, only to have his needs overlooked for a more…unique look.
2. Capital One — March Madness
Athlete / Influencer: Samuel L. Jackson, Charles Barkley, Spike Lee, and Larry Bird
March Madness is back, which means it’s time to fill out that perfect bracket. Everyone has their way of choosing—whether it’s based on team mascot, school colors, or personal allegiance. For Charles Barkley, it requires the help of his flying friend Larry Bird.
This spot from Capital One features Chuck, Spike Lee, and Samuel L. Jackson as they return for another round of shenanigans. The full campaign from Capital One and DDB features everything from food and animals, to larger than life Chuckmojis and the smooth voice of Jim Nantz.
3. Gatorade — Keep Moving
Athlete / Influencer: Dwyane Wade and Gabrielle Union
D-Wade may be in the midst of his final NBA season, but he still has his competitive drive—in both the Association and everyday life. That doesn’t stop his better half, Gabrielle Union, from proving she has what it takes to hang with the three-time champion.
Gatorade and TBWA\Chiat\Day\LA used that competitive spirit to highlight how they get more out of Zero in this spot, “Keep Moving.” In the end both of them win because they stayed active in the name of competition.
4. Foot Locker x Nike — Discover Your Air Network
Athlete / Influencer: Jared Goff, Dan Rue, Chico Bean, Dylan Gonzalez, and Dakota Gonzalez
Air Max Day has always been a celebration in the sneaker community, but this year Foot Locker is taking it to the next level with the creation of the Discover Your Air Network. The campaign will feature retro programming centered around Air Max, including the animated show “The Air Pair,” the fitness show “Airobics,” the sitcom “Air It Out” and the news program “DYA Shoe Tips.”
The spot serves as a teaser for the network, featuring scenes from all of the programs to prepare sneakerheads for the DYA Network. Foot Locker leverages a strong cast of athletes, comedians, musicians, and influencers to ensure the campaign reaches a large and diverse audience.
5. Reebok — Sport the Unexpected
Agency: Venables Bell & Partners
Reebok is cool again, but that doesn’t mean they’re following the trend, which is why they created this interesting spot. With help from Venables Bell & Partners, “Storm the Court” sheds the mold of a traditional sportswear ad.
The video begins with a familiar basketball scene until it takes a unique turn into an otherworldly dance scene that embraces the unexpected, in line with Reebok’s larger campaign, “Sport the Unexpected.”
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This week in sports advertising, Buffalo Wild Wings introduces the Jewel Stool, class is in session at New Balance, and Adidas and FC Barcelona inspire equality.
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