The final week of August saw Dr Pepper bring back its long-running college football focused ‘Fansville’ campaign, originally created with agency Deutsch, with a season opening spot called ‘Return To Glory’.
After last year’s largely fan-free season, this year’s iteration of the brand’s episodic drama of parody storytelling set amongst college football fanatics introduces fresh elements including student athlete ambassadors (who, thanks to the recent NIL rule changes, can now get paid to appear in marketing).
As well as introducing its student star, Clemson Tigers quarterback DJ Uiagalelei (who is entering his sophomore season and is being projected as a top prospect for the 2023 NFL Draft), the marketing push also features returning former university football players Brian Bosworth (who is back again as Fansville’s sheriff) and a (particularly serious) Washington Redskins legend Joe Theismann.
The latest work began with a 15-second teaser called Bigger Than Ever’ which launched on 23 August and was followed on the same day by the hero 60-second commercial which spanned TV, digital and social channels.
The main spot opens with Theismann saying: “Howdy, folks. Joe Theismann. During these unprecedented times,” at which point he is tackled by a fanatical college football fan, who screams, “College football is back! Woooo!”.
A voiceover then states “That’s right. Fansville is back. And everything has changed.”
The next scene sees Sheriff Bosworth ask “College football athletes can be in commercials?” before he turns on his TV to sees DJ Uiagalelei in an ad saying. “Dr Pepper. It’s the one DJ deserves.”
The ad’s endlines states: “So get out your gear. And slip on your finest foam finger. Brace yourself for more drama. Polish your BBQ grills, pull out your special pom-pom, put the Dr Peppers on ice and get ready for Fansville’s return to glory. Because this year . . . fans are back!”
Additional spots will roll out through the season.
“We’re thrilled to have DJ on-board for one of Dr Pepper’s most exciting campaigns of the year,” said Keurig Dr Pepper CMO Andrew Springate who added that he won’t be the only NCAA athlete ambassador to appear in Fansville this season. “He is a universally loved Heisman Trophy contender who embodies true sportsmanship, DJ is exactly what fans deserve this season. He’s also the star of one of the most formidable college football teams in the NCAA whose faithful fans revel in longstanding traditions.”
“College football fandom was stifled last year, leaving fans missing their favorite traditions and rituals,” explained DR Pepper VP Of Brand Marketing Derek Dabrowski. “To make up for it, we are going big with ‘Fansville’ and surprising fans with one of the most exciting college athletes to watch. We’re excited to have a stacked line-up of incredible talent to bring to life the spirit and excitement of the college football season.”
Comment:
Dr Pepper is an official sponsor of the College Football Playoff and presenting sponsor for the College Football Playoff National Championship.
This season’s spots follow on from 2019’s ‘Fansville Season 2’ and 2018’s ‘Fansville Launch’.
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