TV host/sportscaster and part-time comic Dan Patrick returns to front a new series of hoops themed ads for Continental as the tire brand leverages its 31 university partnerships and 12 tournament sponsorships (and ambushes NCAA March Madness).
Following in the footsteps of last year’s college basketball tournament marketing, the 2018 ads blend Patrick’s gravitas and humour (and include his TV show McLovin sidekick) as they aim to bring to life the essence of university basketball.
Based on the idea that ‘March Madness’ generates interest from even the most passive sports fans, the new campaign is led by a pair of 30-second commercials celebrating the sport.
The two spearhead TV spots, one titled ‘Ladder’ (which talks about the season long aim to reach the pinnacle of college basketball and cut down the net after victory),
and ‘Big Man on Campus’,
are airing nationally during college basketball games.
The spots were shot at the Prudential Center in Newark (New Jersey) and the campaign was created by Chicago-based agency Revolution (who’s production services team also ran a season-long on-site college basketball fan experience programme that included a custom Continental Tire ‘Pop-A-Shot’ game).
The TV ads are supporting by digital and social content that includes behind-the-scenes videos including ‘Favourite Dunk’,
‘Patrick vs. McLovin’,
and a making-of style spot called ‘The New Creative’,
plus amplification across the brand’s social platforms.
"Climbing this ladder takes months of twists, turns, and tournaments. When you reach the top, you’re on the top of the world." Dan Patrick #ForWhatYouDo @dpshow https://t.co/l1Ne0c1z90 pic.twitter.com/mtV7nRtWWG
— Continental Tire (@continentaltire) February 26, 2018
This ladder leads way higher than just five feet off the floor – it leads to the top of the world. @dpshow #ForWhatYouDo https://t.co/l1Ne0c1z90 pic.twitter.com/PguGFiIvcf
— Continental Tire (@continentaltire) March 2, 2018
Dan Patrick pays tribute to the big man on campus in the latest Continental Tire commercial by dressing up in a big furry suit. You’ll want to check this out. @dpshow #ForWhatYouDo https://t.co/l1Ne0c1z90 pic.twitter.com/ei1WoqFbO5
— Continental Tire (@continentaltire) March 4, 2018
“I was really excited to work with Continental Tire again because I saw what the stories were,” said Patrick.
“I wasn’t sure what we were going to be able to do to top what we did last year, but Continental really gets the one-of-a-kind college basketball community and what I personally bring to the table. They managed to somehow create even funnier spots that help fans continue laughing both with me and at me.”
Brian Quarles, executive creative director of agency Revolution added: “We were again able to leverage who Dan is to speak to basketball fans in an authentic way. It is great to have a client and a personality who are both willing to develop creative that visually cuts through the clutter of college basketball.”
Comment:
The campaign, which dovetails with Continental Tire’s existing partnership with the Dan Patrick Show, is an extension of the previous Continental March Madness campaigns.
The 2016-17 campaign was similarly led by two spearhead commercials ‘Distractor’
and ‘Buzzer Beater’.
Which also came with similar supporting creative pieces,
as well as a broadcast partnership with ESPN
Again, the tire brand’s objective was to support its college basketball program with a campaign that ensures fans know that the company understands their passion for college basketball.
Continental Tire, which has partnerships with IMSA and Major League Soccer, as well as with college basketball, began partnering with university hoops programes back in 2014.
It currently boasts tie-ups with University of Arizona, Baylor, Boston College, Butler, University of Connecticut, Duke University, University of Florida, Georgia Institute of Technology, Georgetown University, Indiana University, University of Kansas, Louisiana State University, University of Michigan, University of Nebraska, University of Oregon, University of South Carolina, St. John’s University, Syracuse University, University of Texas, University of Louisville, University of Missouri, University of North Carolina, University of Oklahoma, University of Kentucky, Seton Hall University, University of Wisconsin, Villanova University, University of Southern California, and the Big Ten Conference, plus Michigan State, Florida State and Miami (Florida).
Links:
Continental Tire
http://www.continentaltire.com/
https://www.youtube.com/user/continentaltire
https://twitter.com/continentaltire
https://www.facebook.com/continentaltire
https://www.instagram.com/continental_tire/
Revolution
https://www.revolution-agency.com/
NCAA
https://www.youtube.com/user/ncaa
https://www.facebook.com/ncaastudents
https://www.instagram.com/NCAAsports/
