Five NBA star demonstrate their own unique skills in a multi-video content series for CarMax which translate their recognizable on-court attributes to the USA’s largest used car retailer’s own values and business.
‘The ‘Call Your Shot’ campaign, developed in harness with The Matin Agency, features a strong all-court line-up of hoops talent in the form of Chris Bosh, Justise Winslow, Kelly Oubre, Zach Lavine and Seth Curry.
The ‘Call Your Shot’ campaign which primarily runs on social media, but also fetures some spots in national and local TV ad buys, sees each player fronts a spot in a season-long video series.
The comic content all drives home the message that customers can now go to CarMax.com to schedule a car for delivery, book a test drive and complete the entire car-buying process from home.
This series of humorous videos references each ambassadors basketball skills and careers, as well as their superstitions and a few famous facts and linking these through cledver, comic pivots to how people can now buy a car with CarMax ‘on their own terms’ by literally ‘calling their shot’ on how they want to make their next car purchase.
For true NBA fans, there are hidden winks and nods for those that truly understand this audience and these players (like Zach Lavine’s candy sock, Bosh’s former time on the Raptors and Curry’s trade from Portland to Dallas).
The content takes the human attributes of the players and ties it to the humanness that CarMax brings to used car buying.
As an extension of the partnership, Chris Bosh (in Miami) and Seth Curry (in Dallas) both took local area customers on a surprise Test Drive experience.
Bosh surprises recently retired Miami schoolteacher Ella Hightower after she used the new platform to order a test drive delivered to her home.
Curry surprises super fan Theo at his home and says we are ‘catching him on his side job’.
Comment:
If you’ve ever wondered what the answer was to the question ‘What do NBA players have in common with used cars?’ then this campaign offers the answer.
Links:
CarMax
https://www.facebook.com/CarMax/
https://www.youtube.com/user/carmax
The Martin Agency
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