February saw CarMax launch the latest wave of creative in its basketball endorser fronted ‘One On One’ campaign – featuring Sue Bird, Candace Parker and Stephen Curry – timed to leverage spoking hoops interest around the 2023 NBA All-Star Weekend.
Like previous iterations of the ongoing, athlete ambassador led campaign, the work highlights how customers can feel confident and even empowered by buying or selling a car through CarMax.
Similar, as with past ads, Steph Curry’s own skills and sporting achievements are good humouredly outshone by those of WNBA super stars Sue Bird and Candace Parker.
The 2023 iteration of ‘One on One’, which was created by The Martin Agency, launched with a pair of spots titled ‘Pre-Qualification’ and ‘Instant Online Offer’ which came in both 30- and 15-second versions
Ahead of the 17 to 19 February All-Star Weekend, the ads dropped from 15 February across TV, digital and social platforms.
The execution see multiple WNBA champions Candace Parker and Sue Bird and multiple NBA champion Steph Curry go ‘One on One’ for CarMax.
One ad sees Parker and CarMax determined to protect Curry’s credit score while car shopping, while another sees four-time WNBA champ Bird and four-time NBA champ Curry show how easy it is to get an instant online offer all while showing off a little championship bling while they’re at it.
Both spots seek to drive viewers online to learn more at carmax.com.
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This recalls back to CarMax’s viral commercial in 2021 that was hailed at the time as a ‘new standard’ in elevating female athletes and racked up millions of views.
That commercial created a conversation calling for more brands to invest in female athletes, which is what CarMax, the Official Auto Retailer of the WNBA, continues to do with a mission to drive equity for all and elevate the popularity of the league.
Other spots in the ongoing series have included 2019’s ‘Call Your Shot’, 2021’s spots saw NBA analyst and journalist Adrian ‘WOJ’ Wojnarowski join the campaign, while Sue Bird and Zach Levine joined the show later in 2021.
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