Harden/Mitchell/Bryant & Trout/Luck BodyArmor Ads Leverage March Madness & Opening Day

Sports drink BodyArmor launched a new campaign leveraging US basketball fever around NCAA March Madness starring NBA superstars James Harden and Donovan Mitchell and directed by legend Kobe Bryant.


The official sports drink of the NCAA’s commercial sees Harden and Mitchell poke fun at old-school, outdated methods of filling out tournament brackets – from typewriters to rotary phones.


The players call for athletes to evolve all aspects of their game in order to compete – including their sports drink.



As well as running across US national television, the campaign also spans digital and social channels



and the spot is supported by a game called ‘From Downtown’ running on fellow tournament partner 7Eleven’s app



Plus, like so many other brands, BodyArmor also ran an official NCAA bracket challenge offering fans an opportunity to see how their bracket compares against BodyArmor’s all-star roster of athletes: which includes both Harden and Mitchell, as well as Betts, Andrew Luck, Mike Trout, Anthony Rizzo, Megan Rapinoe and more.


An initiative that didn’t last very long at all before all of the brackets entered busted.








The basketball themed campaign, leveraging March Madness, was followed a few days later by a spot starring baseball super star Mike Trout (and NFL QB Andrew Luck) presumably partly to leverage MLB 2019 Opening Day.





What this campaign proves is that sports stars (including elite NBA players) and marketers are no better at building brackets than everyday fans. Every bracket goes and most sooner rather than later.


This is actually just the second installment in BodyArmor’s successful ‘Thanks’ campaign, which first debuted in 2018 and featured many of the same athlete endorsers who’s brackets appear in the 2019 March Madness campaign.















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