By Barry Janoff
November 24, 2015: Capital One, which last week launched a multi-media campaign to support its alliance with the College Football Playoff and National Championship — anchored by a TV spot starring The Muppets and company spokesmen Charles Barkley, Samuel L. Jackson and Spike Lee — has expanded its effort with new spots, a sweepstakes and more guest appearances.
The umbrella campaign, "Bowl Mania," touts the financial firm's Quicksilver card and title sponsorship of the Capital One Orange Bowl, where on Dec. 31 one of two semi-final College Football Playoff games will be played in Sun Life Stadium, Miami Gardens, Florida (ESPN).
The initial spot, "Bowl Mania: Kermit," finds the guys watching a college football game on TV but with Kermit unable to stay due to demands from Miss Piggy.
Three new spots advance the story all the way to a tailgate party prior to the Capital One Orange Bowl, including a sweepstakes offering a trip and tickets to the game. (Details here).
In "Funny Guy," former college and NFL star quarterback Terry Bradshaw wants to joins Charles, Spike, and Samuel L. on bus trip to Capital One Orange Bowl and the National Championship Game, but they won't let him one the bus.
"We already have a funny man," Jackson says, pointing to Charles. Replies Bradshaw, "There's no way he's funnier than me." "Have you heard some of the stuff that comes out of his mouth?" asks Jackson.
As they get on the bus, Barkley says to a dejected Bradshaw, "Don't have me because you're the poor man's me." Walking away, Bradshaw says, "If I could think of something, I'd say it."
In "Ball Control," the guys are at the pre-game tailgate party discussing tactics.
"If I was a coach I would never punt," says Barkley.
Lee asks, "Even with the ball on you town one-yard line, fourth down?"
"Never," says Barkley. Then, channeling such college football coaching legends as Eddie Robinson, Bobby Bowden and Bear Bryant, he says, "I understand field position is tantamount in a game of inches. But more critical than said inches are points, and to obtain points one must always control the ball."
As Jackson and Lee look on amazed, Jackson says, "Whoa, Chuck. It sounds like you actually know something about . . . "
But Barkley is distracted by something on the tailgate food table: "Wow! Bendy straws."
"Separated" finds Barkley planning a strategy in case the trio get separated. He offers aloud to a crowd of people his "cell phone number" — 844-4CHUCKB — which actually links to the code to the Capital One sweepstakes details at Twitter: #CallChuckB. (Details here.)
The spots, all directed by Lee, end with Capital One's tag, "What's In Your Wallet?" and the text, "Official Sponsor of the College Football Playoff."
Lead agency is DDB Worldwide.
In addition to TV and the sweeps, Capital One will support with Internet, social media, outdoor in and around the South Florida region and fan and customer activations.
The other semi-final playoff game will be held in the Goodyear Cotton Bowl, also on Dec. 31, in AT&T Stadium, home of the NFL's Dallas Cowboys, in Arlington, Texas.
The CFB National Championship is scheduled for Jan. 11, 2016, in the University of Phoenix Stadium, Glendale, Az. It also airs on ESPN.
In 2010, Capital One signed a long-term deal to become a Corporate Champion partner of the NCAA, a top-tier partnership that also includes Coca-Cola and AT&T.
In 2014, Capital One signed a multi-year deal with ESPN to become title sponsor for the Orange Bowl.
Spike, Charles, Samuel L. (And Muppets) On CFB Bowl Mania Road Trip
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