Nissan’s ongoing American Football ‘Heisman House” US campaign returned for the 2023 NFL and college season kick-off continued to spoof reality television formats as viewers are offered a comic peak into the lives of the car company’s growing cast of college football trophy winners athletes goofing around their fraternity-style home and hang out with their paired… Continue reading Nissan’s Latest Multi-Spot ‘Heisman House’ Campaign Leverages Football Season & Mocks Reality TV
Tag: Collaberation
MilkPEP ’26.6’ Champions Sports Equality By Sponsoring All Women Marathoners Joining #TeamMilk
At the start of March 2023, MilkPEP (the Milk Processor Education Program backed by America’s milk companies), launched an experiential initiative called ’26.2’ to sponsor all female marathon runners and generate awareness of gender inequalities in sport in doing so. At the start of March 2023, MilkPEP (the Milk Processor Education Program backed by… Continue reading MilkPEP ’26.6’ Champions Sports Equality By Sponsoring All Women Marathoners Joining #TeamMilk
Formula E’s Envision Virgin Racing’s Lockdown Pivot From Motorsport To Marble Racing
While most motorsports brands and sponsors turned to the obvious alternative during lockdown in the form of virtual simulations of e-racing, Formula E’s Envision Virgin Racing team adopted a distinctly leftfield tactic and partnered with Jelle’s Marble Runs for the most unlikely of sports crossover collaborations. The tie-up came early in lockdown, as the… Continue reading Formula E’s Envision Virgin Racing’s Lockdown Pivot From Motorsport To Marble Racing
Adidas Ambushes Super Bowl LIII Via ‘Only In Atlanta’ Animated Mini-Series Promo For BAPE Collaboration
One key strand of adidas’ Super Bowl LIII ambush programme saw the sportswear giant work with Quavo and a squad of its biggest football stars to create an animated series called ‘Only In Atlanta’ that promoted its camouflage collection collaboration with Japanese street wear brand BAPE (Bathing Ape). The German-based sports apparel behemoth worked… Continue reading Adidas Ambushes Super Bowl LIII Via ‘Only In Atlanta’ Animated Mini-Series Promo For BAPE Collaboration
FA Co-Broadcaster BBC Rolls Out ‘Not Guts, No Glory’ Emirates FA CUp Campaign
The domestic broadcast rights for the Emirates FA Cup are shared by BT and the BBC and, while the former made the tournament one quarter of its flagship ‘4 Competitions, 1 Venue’ new season campaign in August (see case study), the latter has launched a fresh initiative called ‘No Guts, No Glory’ that is also… Continue reading FA Co-Broadcaster BBC Rolls Out ‘Not Guts, No Glory’ Emirates FA CUp Campaign
Water Aid’s Glasto ‘View Loo’ Fronts Tap & Toilet ‘Make It Happen’ Campaign
Toilets are a pretty big topic at Glastonbury and 2015 saw charity WaterAid construct a ‘loo with a view’ as a fulcrum of its festival-led campaign – called #MakeItHappen – to highlight the plight of the 2.5 billion people in the world who do not have a private toilet Whilst certainly a useful and… Continue reading Water Aid’s Glasto ‘View Loo’ Fronts Tap & Toilet ‘Make It Happen’ Campaign
Newcastle BA’s Fiscally Responsible ‘Band of Brands’
Leveraging the usual annual publicity around the cost of a 30-second Super Bowl spot (this year it crept up to a record $4.5m), Newcastle Brown Ale built an alliance of 37 different brands which all squeezed into the one ad. This approach also cleverly played on the same brand’s notable 2014 Super Bowl ‘If… Continue reading Newcastle BA’s Fiscally Responsible ‘Band of Brands’
H&M Coachella Activation Led By Collection Launch
To activate its fifth year as a lead sponsor of California music festival Coachella, H&M’s multi-channel campaign offered festivalgoers and fashionistas a comprehensive set of utilities, experiences and parties and once again used its sponsorship as a launch platform for a new collection and a new designer partnership. H&M, one of the six lead… Continue reading H&M Coachella Activation Led By Collection Launch
Foot Locker & NBA’s ‘Kicks Of All-Star’ Online Platform
Early February saw NBA partner Foot Locker roll out a new campaign strategically themed around the 2014 All-Star Weekend and led by a TV spot called ‘Disguise’. The humorous US athletic equipment retailer’s new commercial is fronted by NBA stars James Harden and Anthony Davis. It revolves around Harden devising a secret plan to… Continue reading Foot Locker & NBA’s ‘Kicks Of All-Star’ Online Platform
BMW Digital Art Auction At Contact Photo Festival
BMW Canada blends its cars with art as its activates its sponsorship rights at the annual Scotiabank Contact Photography Festival with an online art auction. The premium auto brand seeks new, young, aspirational consumers through its ties to the Toronto photography festival and its auction showcases a set of unique prints featuring BMW vehicles taken… Continue reading BMW Digital Art Auction At Contact Photo Festival
Audi Emmys Activation Spans ShortFilm/Green Room/Party
Audi’s integrated activation of its Emmy Awards sponsorship – which ranges from debuting a Clare Danes fronted ‘Smart Peformance’ film, to a green room partnership with fashion designer Altuzarra and backing the pre-Emmy celebration event – revolves around its TDI clean diesel models. 2013 marks Audi of America’s third consecutive year as the Official… Continue reading Audi Emmys Activation Spans ShortFilm/Green Room/Party
Samsung & Personal Pumas Fan-Created Rugby Anthem
Samsung and mobile operator Personal, both sponsors of Argentina’s national rugby team, aimed to boost support for Los Pumas via a campaign that asked fans to co-create a new team anthem. The joint initiative, called ‘Todo gran equipo necesita aliento’ (‘Every great team needs encouragement’), was developed with agency P-per Argentina. It revolved around a… Continue reading Samsung & Personal Pumas Fan-Created Rugby Anthem
