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Tag Archives: sports ads

Brent Burns Hits the Right Note in CCM Hockey spot

To mark the launch of CCM Hockey’s new hockey stick, Cossette and Nova Film created video content featuring a musical performance by San Jose Sharks defenceman Brent Burns. With the help of a Super Tacks AS1 hockey stick, Burns interprets Johann Strauss’s Blue Danube, accompanied by the San Antonio Symphony.

NHL athletes are true artists when it comes to their sport. To demonstrate the shot power and accuracy that a high-level player like Brent Burns can achieve with a CCM Hockey stick, Cossette chose a setting and tone reminiscent of the classical arts scene.

Of note is that, due to Burns’s busy schedule, the spot was shot in less than 90 minutes—a tall order in terms of production that also demanded perfect precision from both agency and athlete.

As part of the brand’s integrated content strategy, the video has been appearing as pre-roll and on social media in Canada and the U.S. for a few weeks now. What’s more, it’s even been shared on the NHL’s Twitter feed. The video has also been airing on television networks throughout Québec since September 22nd.

Advertiser: CCM Hockey
Agency: Cossette
Creative: Jasmin Brochu, Sébastien Forget, Pascal Lefebvre, Cameron Hudson
Product: Marie-Michèle Coulombe, Joannie Roy
Production house: Nova Film
Director: David Poulin
Colourist: Éric Denis, Studio Élément
Sound: Jérôme Boiteau, Studio Expression

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways.

Cossette was named Agency of the Year in Canada in 2016 and 2017. It currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver, and has been making strides to become a major player in the global advertising community. To learn more, visit cossette.com.

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NBA’s Milwaukee Bucks launch “Built to Stay” Marketing Campaign

In advance of single-game tickets going on sale Wednesday, the Bucks today unveiled a new marketing campaign: Built to Stay. While the Bucks previous campaign, “Own the Future,” was about reconnecting the team with the community and creating hope for the future, “Built to Stay” is about bringing those promises to life on the court and in the community. With global superstar Giannis Antetokounmpo, new head coach Mike Budenholzer, postseason appearances in three of the last four seasons and a new world-class arena to call home, the Bucks are Built to Stay. The widespread campaign, developed with Milwaukee-based agency Laughlin Constable, will be featured on TV, digital, radio and outdoor starting today.

Due to record season-ticket sales for the Bucks 2018-19 season, there will be limited single-game tickets for many games. Fans are encouraged to buy tickets now to avoid being shut out by waiting to purchase tickets closer to the date of the game. Fans can also register now for an exclusive presale to purchase single-game tickets ahead of the general public by visiting www.bucks.com/single.

Key home games to note for the Bucks this season include the first-ever game at Fiserv Forum against the Indiana Pacers on Oct. 19, a matchup against the two-time defending NBA-champion Golden State Warriors on Dec. 7, the lone visit to Milwaukee by the Boston Celtics on Feb. 21, a St. Patrick’s Day matinee vs. the Philadelphia 76ers on March 17, a visit from LeBron James and the Los Angeles Lakers on March 19 and a matchup against reigning MVP James Harden and the Houston Rockets on March 26.

Fans can secure tickets to all 41 regular season home games at Fiserv Forum this season through the purchase of a full-season ticket membership. For more information on all of the benefits to being a Bucks season ticket member, or to purchase, visit www.bucks.com/full.

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NFL Premieres ‘Get Ready to Celebrate’ Campaign Starring Andy Garcia and J.B. Smoove

The National Football League (NFL) premieres a new multi-platform ad campaign "Get Ready to Celebrate" to kick off the new season on Sunday Night Football's heated matchup between the New York Giants and the Dallas Cowboys on 9/16.

The campaign, created by Grey New York, hones in on the popularity and creativity of the touchdown celebrations sweeping the league. With the pressure on to shine, players reach out to high-powered celebrity coaches from Hollywood and elsewhere to polish up their end zone prowess.

In Sunday's debut spot, one unlikely coach, Andy Garcia, the Oscar-nominated actor from "The Godfather Part III," is enlisted by Toddy Gurley of the Los Angeles Rams. Garcia channels his inner tough guy, complete with mysterious burner phone, and provides unexpected musical advice for the running back's touchdown performance.

NFL - Burner Phone

In a second spot, J.B. Smoove, the comedian best known for HBO's "Curb Your Enthusiasm" and "SNL," teams up with Christian McCaffrey of the Carolina Panthers. In a fast-talking monologue he advises the running back to unleash his best Panther animal magnetism during the touchdown dance. (Catwalk :30) The commercial airs online and ingame later in the season.

NFL - Catwalk

Sam Howard, Director of NFL Advertising, said, "Celebrations have become something our fans look forward to, something new to savor after a score."

New commercials will feature even more celebrity coaches helping players crack their celebrations as the season unfolds. The integrated campaign, part of a broader League and media effort focusing on the joy of touchdown celebrations, includes online video, social media, public relations and team activations as well as network television.
A teaser ad, already airing, is a light-hearted tribute to players who use their precious free time to up their celebration game. The spot features Jay Ajayi (Philadelphia Eagles), Christian McCaffrey (Carolina Panthers), Todd Gurley (Los Angeles Rams) and DeAndre Hopkins (Houston Texans). Their competitive spirit makes up for what they lack in dance skills.

Last season set the bar high for touchdown celebrations as immortalized by the NFL's "Dirty Dancing" parody starring Odell Beckham, Jr. and Eli Manning. The commercial, which aired on Super Bowl LII, became one of the big game's most famous commercials ever.


John Patroulis – Worldwide Chief Creative Officer
Jeff Stamp – Deputy Chief Creative Officer
Mike Cicale – Creative Director
Fanny Josefsson – Senior Copywriter
Ilana Wolstein – Senior Art Director
Raya Rios – Project Manager

Brian Weston – EVP, Global Account Director
Elizabeth Gilchrist – SVP, Account Director
Claire de Lannoy – Account Supervisor
Catherine Sullivan – Account Executive

Tony Lederer – Executive Strategy Director, Content + Activation
Bryce Mathias – Senior Content Architect
Nicolas Pilaprat – Senior Planner

James McPherson – Chief Production Officer, NA
Tania Salter – Head of Integrated Production
Alison Horn – VP, Executive Integrated Producer
Elizabeth Auwaerter – Production Coordinator
Diane Wolfe – VP, Executive Business Affairs Manager
Leland Drake – Music Producer

Aaron Stoller – Director
Shawn Lacy – Partner/Managing Director
Holly Vega – Executive Producer
Mala Vasan – Producer
Mercedes Allen-Sarria / Rachel Glaub – Head of Production
Sebastian Pfaffenbichler – Director of Photography
Shepherd Frankel – Production Designer (Getting Ready To Celebrate)
Tim Moen – Production Designer (Burner Phone + Catwalk)

Paul Martinez – Editor (Get Ready To Celebrate :60/:30)
Dave Anderson – Editor (Burner Phone :30 + Catwalk :30)

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Gillette Debuts New Commercial from Grey NY Featuring NFL’s Shaquem Griffin

Gillette, an official partner of the NFL, has launched a new television commercial celebrating the journey to greatness of Shaquem Griffin and all those who have overcome adversities to make their dreams come true.

Shaquem Griffin was born with amniotic band syndrome affecting his left hand, which resulted in it being amputated as a child. Through hard work and dedication, with the love and guidance of his father, he went on to become a college football star and rise to the NFL, along with his twin brother and teammate, both Seattle Seahawks.

The commercial entitled "Your Best Never Comes Easy" traces Shaquem's life from childhood, how he surmounted all the challenges life brought him, to the NFL. It chronicles the role of his father in his success from backyard football drills to his first shave to the NFL draft. It continues Gillette's celebration of the bond between all fathers and sons.

The commercial, created by Grey New York, ends with the themelines: Your Best Never Comes Easy. The Best a Man Can Get ...Gillette" with Shaquem in his Seahawks uniform ready for the game.

The integrated campaign includes network television, online video, social media, public relations and activation marketing.

Nothing Comes Easy Video Credits

Creative Agency: GREY New York
Worldwide Chief Creative Officer - John Patroulis
Deputy Chief Creative Officer - Jeff Stamp
Executive Creative Director - Joe Mongognia
Associate Creative Director - Jon Cochran
Associate Creative Director - Brian Pluta
EVP/ Global Account Director - Brian Weston
VP/ Account Director - Corey Dobbs
Account Executive - Hunter Teare
Senior Strategist - Jhanell Biggs
Project Manager - Joey Scarillo

Production Agency: Townhouse
CPO, Chief Production Officer - James McPherson
Head of Production - Tania Salter
VP, Executive Integrated Producer - Katy Hill
Integrated Film Producer - Dante Da Parma
Music Producer - Kurt Steinke
Business Manager - Suzanne Voss

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Anthony Joshua Stars in Lucozade Sport’s’ irst long-form Film, Created by Grey London

Grey London has created Lucozade Sport’s first long-form film ‘The Next Move’, starring world heavyweight boxing champion Anthony Joshua (AJ).

In the nine-minute film we meet 19-year-old Michael Kuku, a Londoner with an ambition to succeed in the world of top-flight football coaching. He has a surprise visit from his hero, Anthony Joshua, who invites him to spend a day together to learn about what goes into becoming a sporting success.

In the mini-documentary AJ revisits his past to motivate Michael and future generations to keep moving forward. As it journeys from the streets of Southwark, to sparring with coach Sean Murphy in Finchley Boxing Club and over to the rooftops of Wembley, the film focuses on the relationship between the two athletes.
Anthony Joshua’s latest project as brand ambassador is being released just ahead of his coveted Wembley challenger fight with Alexander Povetkin, on Saturday 22nd September 2018.

The aim is to use the film to build awareness of Lucozade Sport’s ‘Made to Move’ brand platform - an initiative to get one million people moving by 2020 - and to raise awareness of B Active, a newly launched initiative between Lucozade Ribena Suntory (Lucozade Sport brand owner) and Active Communities Network (ACN) where Michael volunteers as a coach. This three-year scheme has been established to help young adults aged 16-24 gain access to sport and forges new opportunities for them to develop essential life skills.

‘The Next Move’ is launching on September 10th 2018 on media, digital and social channels, with Mongoose Sport & Entertainment driving editorial coverage for the film and Mediacom handling media buying for the campaign.
Along with the full-length film, Grey London has created social cutdowns and gifs to be seeded on social channels in the run up to AJ’s fight.

Jimmy Blom, Deputy ECD at Grey London, said: “This long-form film is a first for Lucozade Sport and has allowed us to take Anthony Joshua’s partnership with the brand to an even deeper level. The chemistry between AJ and Michael shows how inspiring partnerships can help us all move, and is the perfect way to raise awareness of B Active.”
Lucy Grogut, Head of Marketing for Lucozade Sport, said: “Anthony Joshua truly embodies the essence of our Made to Move campaign and has become a driving force in helping us to inspire people to move more. We hope that this film will help illustrate the many benefits of taking part in sport and physical activity, as we aim to exceed our target of getting one million people moving more.”

Further support for the campaign comes from sports marketing specialists CSM, and TED, the client’s in-house creative team.

Client: Lucy Grogut: Head of Marketing, Lucozade Sport
Creative Director: Jimmy Blom
Copywriter: Greg Ormrod
Art Director: Thomas Worthington
Creative Producer: Thea Evely and Leah Stolerman
Strategy Director: John Jones
Senior Planner: Antonia Tam
Business Director: Geraldine Gaillemin
Account Director: Max Arkell
Account Manager: Jamie Hamill
Media agency: Mediacom
Media planner: Tom Mills and Holly Jerreat
Production Company: Believe Media
Director: Michel & Nico
Editor: Matt Newman

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Nike Stirs Up Controversy By Using Colin Kaepernick for 30th Anniversary ‘Just Do It’ Campaign

Former NFL quarterback, Colin Kaepernick, has a new advertising campaign with Nike, even without having played professional football since 2016.

Unbeknownst to most people, Kaepernick still has an existing sponsorship deal with Nike that was set to expire, but it was renegotiated into a multi-year deal to make him one of the faces of Nike's 30th anniversary "Just Do It" campaign, according to a person familiar with the contract. The person spoke to The Associated Press on condition of anonymity because Nike hasn't officially announced the contract.

Kaepernick's attorney, Mark Geragos, made the announcement on Twitter, calling the former San Francisco 49ers quarterback an "All American Icon" and crediting attorney Ben Meiselas for getting the deal done.

Kudos to @Nike who realized @Kaepernick7 is an All American icon Proud and humbled to have @meiselasb help to get this done https://t.co/fHKyRSNsU2

— Mark Geragos (@markgeragos) September 3, 2018

Kaepernick also posted a Nike ad featuring his face and wrote: "Believe in something, even if it means sacrificing everything.

Believe in something, even if it means sacrificing everything. #JustDoIt pic.twitter.com/SRWkMIDdaO

— Colin Kaepernick (@Kaepernick7) September 3, 2018

The message is certainly fitting to Kaepernick's story. During a preseason game in 2016, he decided not to stand for the national anthem to protest racial injustice. Other athletes later joined in his protest, sparking a controversy that has been linked to declining television ratings for National Football League games.

"I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color," Kaepernick told NFL Media in an interview after the 2016 game when the protest began. "To me, this is bigger than football and it would be selfish on my part to look the other way. There are bodies in the street and people getting paid leave and getting away with murder."

According to ESPN, Nike has kept paying Kaepernick — who signed with the brand in 2011 — despite not using him in ads over the past two years. The company said it planned to bring him back at the right time.

"We believe Colin is one of the most inspirational athletes of this generation, who has leveraged the power of sport to help move the world forward," Nike V.P. of brand in North America Gino Fisanotti told ESPN.

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Lucky Post’s Sai Selvarajan Edits Rabbit Foot Brand Doc ‘Try And Love’ for YETI

YETI presents 'Try And Love,' a short documentary, edited by Lucky Post'’s Sai Selvarajan, that honors the wild majesty of American professional bull riding and the quiet intensity of the man known for his dedication to developing champion animals: HD Page. View it here:

"From being a bull rider, to a bull raiser, to a bull handler, to a bull flanker, to a cowboy, whatever you want to talk about, HD's going to have an answer," remarks Ty Murray, World Champion Bull Rider, during the film. Twists, turns, steely fortitude, and hard work define champion riding and the lives of those who live and love the sport. Starting at the age of 12, Page's passion was forged in riding and transformed when cowboy injuries inspired him to raise bulls. Today, on his ranch outside of Oklahoma, World Champion Stock Contractor HD Page is a master of producing bulls that are born to buck. Late into the night he cares for his stock, giants and legends like HD himself.

"The goal was to boldly combine head and heart to share the story of a man, and how that adds up to a portrait of one of the best in the sport," says editor Sai Selvarajan. "I learned so much about the community surrounding bull riding and hopefully this project brings to light an ecosystem we don't often see working together, that people experience something they don't see everyday, people like HD who love the animals and the sport."


Client: YETI

Produced by: Rabbit Foot

Postproduction Company: Lucky Post
Editor: Sai Selvarajan
Audio Engineer: Scottie Richardson
Color: Neil Anderson
Executive Producer: Jessica Berry

Composer: Jesse Woods

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Serena Williams Inspires with Nike’s ‘It’s Only A Crazy Dream Until You Do It’ Ad Campaign

Tennis superstar Serena William is featured in a new ad campaign by Nike, who pulls on the viewers heart strings by featuring home video footage of nine year old Serena training with and being encouraged to dream by her father.

The ad skillfully builds a narrative around the idea that her rise to the top is no coincidence. It's built on decades of hard work dating back to when her father, Richard, trained her and sister Venus to dream big, work hard and become the best versions of themselves that they can be.

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