This week in sports advertising, Uber Eats mixes up its Sweet 16 celebrations, BodyArmor takes a stab at Gatorade, and Budweiser releases “Impact,” a short film about Jackie Robinson.
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1. San Francisco Giants — We Built This City
Agency: Goodby Silverstein & Partners
Even though the San Francisco Giants opened the season away from home, that didn’t stop them from welcoming baseball back to the Bay Area with this spot.
Set to the tune of Starship’s “We Built This City,” but with a San Francisco Giants remix, the spot shines a light on the legends who helped build the Giants into the franchise they are today. The spot comes from SF-based Goodby Silverstein & Partners who came up with the idea to cover Starships’s tune.
2. BodyArmor — Thanks
For a long time in the sports drink industry, there has been a clear leader, Gatorade, but BodyArmor is trying to change that and they’re taking shots at Gatorade in the process. In this spot, BodyArmor gets in on the March Madness by pointing out that it’s 2019, and nobody is filling out their brackets with typewriters or talking hoops over rotary phones.
The “Thanks” campaign started hating on Gatorade last year, and is back with this spot as the official sports drink of the NCAA tournament, and features two of basketball’s stars in James Harden and Donovan Mitchell. What most people don’t realize is that the best baller involved, Kobe, was behind the camera, directing the spot and investing in the drink at the same time.
3. AT&T — OK March Madness
Agency: BBDO Worldwide
AT&T has seen a lot of airtime during March Madness, and that means that their terrible commentator has been heard just as much as the people calling the real games. Thanks to the creative work from BBDO Worldwide, his gaffes are at least amusing.
In the “OK March Madness campaign,” which plays off AT&T’s slogan, consumers get to hear him ramble on about everything from the colors of Purdue’s jerseys, dating advice, and his days as a player. This spot proves that like cellular service, “Just OK is not OK,” for basketball commentary as well.
4. Budweiser — Impact
A baseball bat. It creates an impact when it comes in contact with the ball, but the effects are much greater than the force it has on the ball. Budweiser created this spot to show the“Impact” Jackie Robinson has had on not only baseball but the nation as a whole.
The short film was created with help from Isobar, Spike Lee and Sharon Robinson, Jackie’s daughter. It debuted shortly before Opening Day to remind everyone that without Jackie’s impact, America’s pastime would not be what it is today.
5. Uber Eats — Let’s Eats
We all make mistakes, but for Randy Watkins, Uber Eats’ “Man of Delivery,” that means mistaking the Sweet 16 for a young girl’s sweet sixteen. The spot which highlights the people who help keep fans fed during March Madness is part of Uber Eats’ greater “Let’s Eats” campaign.
As an official partner of the NCAA Tournament, Anomaly’s creative spots have been popping up all over TV, and have been themed around each round of the tournament.
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