CarMax, an official partner of the NBA’s Golden State Warriors, extended its NBA partnership activation in late March with the launch of new hoops themed ads which extend the brand’s ongoing ‘Call Your Shot’ campaign.
The campaign, created by Wasserman and The Martin Agency and produced by Valiant Pictures, continued its previous basketball commercial approach by blending elite hoops talent and a CarMax employee by riffing on the stars’ legacies and stereotypes to promote the brand’s services.
The basketball stars fronted the latest series of spots are regular brand ambassador Stephen Curry (of the Golden State Warriors), WNBA star Sue Bird (of the Seattle Storm) and legendary sports columnist Adrian ‘WOJ’ Wojnarowski.
While an earlier December 2020 ‘Haggling’ ad saw Curry quibble about the number of titles he has won, follow up March commercial feature Curry, Sue ‘Buckets’ Bird and WOJ front a series of self parody promotions advertising CarMax services such as Upfront Prices, Home Delivery and Curbside Pickup.
Additional spots in the campaign series starring returning ambassadors Kelly Oubre Jr (of the Golden State Warriors) and Zach LaVine (of the Chicago Bulls) will air later in the year.
The campaign was briefed by CarMax’s marketing team which included CMO Jim Lyski, VP OF Marketing Laura Donahue, Director Of Brand & Sports Marketing Michael Reeder, plus Managers Of Marketing Operations Emily Layman and Shannon Troyka by creative agencies Wasserman Media Group and The Martin Agency.
The Wasserman team included VP Christa Newcomb, Director Nick Lennon, Manager Zach Sansaver and Associate Manager Houston Greenberg, while the group working on the campaign at The Martin Agency included Account Executive Myna Sharma, plus Creative Directors Graham Unterberger and Dustin Dodd.
Production was handled by Valiant Pictures’ EPs Matthew D’amato, Vincent Lin and Adam Zimmer, with Director Danny Corey, Colourist Dan Edwards and Composer Bryan Curt Kostors.
Audio post was run by Trailblazer Studios, with Sound Mixer Eric W Johnson and Sound Coordinator Aurelia Belfield.
Comment:
This wave of work followed on from a preceding collaboration with CarMax and both agencies also spotlighting NBA talent also called ‘Call Your Shot’ back in December 2019.
Leave a comment
You must be logged in to post a comment.