Déjà Vu Again: Charles, Samuel L., Spike Back For Capital One March Mad Effort
Thursday, March 9, 2023 at 10:03PM By Barry Janoff
March 9, 2023: The NCAA changes its Final Four locations every year, perhaps in the hopes that Charles Barkley, Samuel L. Jackson and Spike Lee won’t find them.
But as an official Corporate Champion for the NCAA, Capital One knows exactly where to send its Three Amigos.
Barkley, Jackson and Lee are back in a Capital One March Madness multi-media effort, this time heading toward the Men’s Final Four in Houston, bringing along Capital One spokesperson Jennifer Garner, Magic Johnson and CBS hoops announcer Jim Nantz from previous campaigns and special guest Willie Nelson.
The humorous alliance with Barkley, Jackson and Lee (who also directs) dates back to 2015, but missed 2020 when the Tournaments were cancelled due to COVID-19.
Capital one will air several spots across TV — including March Madness broadcast partners CBS, TNT, TBS, truTV for the Men’s Tournament; ESPN, ESPN2, ABC for the Women’s Tournament — digital and social media.
In addition the financial firm will again have major presence on the ground in the respective Final Four host cities: Houston (men) and Dallas (women).
The Men’s Final Four Fan Fest presented by Capital One is scheduled for March 31-April 3 in the George R. Brown Convention Center.
As part of the Mens’s March Madness Music Festival (Discovery Green, March 31-April 2), the Capital One Jamefest is scheduled to include Tim McGraw, Keith Urban, Little Puig Town and Mickey Guyton.
At the Women’s Tournament, Tourney Town Fan Festival presented by Capital One is scheduled for March 30-April 2 in Kay Bailey Hutchison Convention Center.
The Capital One Bracket Challenge is the official bracket game of men’s March Madness.
The Women’s Tournament Challenge presented by Capital One is being offered in alliance with ESPN.
In “The Chuck Stop,” Charles is in charge of the self-named Chuck Stop convenience store and gas station. There you can “get everything you need for a road trip to the Final Four.”
Items include Pumpkin Spike Latte, rear-wheel mud flaps with Samuel L.’s angry face and the words “Get Back” and candles with such aromas as Lucky Socks and Eau de (Jim) Nance.
There are also hats, frisbees, mugs, T-shirts, windshield sun shades and a nod to another of Barkley’s endorsements — a foot-long sub sandwich. (Capital One did not indicate if the items would actually be available.)
“On The Road Again” finds Charles driving Jennifer Garner and Samuel L in The Chuck Stop big rig, wearing a Chuck Stop hat and talking on the CB radio with Willie Nelson, who leads them in a version of “On The Road Again.”
“Heckling Spike” sees Magic, Charles and Samuel L. sitting courtside at a women's game — thanks to tickets Samuel L. purchased with his Capital One Silver Card — to watch Spike’s debut as a referee. Once the game starts, the heckling begins.
“Hey, ref, you couldn’t call a cab.” “Telemarketers make better calls.” “You need to go to the gym cause your calls are weak.” “Do the right thing — retire!”
Charles holds up an eye doctor’s chart that reads, “U CANT SEE NOTHIN.” Magic holds an oversized cell phone which reads on the screen, “Referee (10) missed calls.”
Spike has the last laugh when he tosses Charles and Samuel L. out of the arena. But not Magic, who denies even knowing the other two.
In “Halftime At Home,” the trio are watch a game in Samuel L.’s living room.
Charles: “I brought the halftime show to Sam’s house.”
Samuel: “I hope at least you used the Capital One Silver Card and earned 1.5% cash back.”
Charles: “Did It!”
The halftime show is Chuck and the Chuckettes.
The guys are still at home in “March Magic Lamp.” Charles rubs the lamp and produces Magic Johnson.
“You have three wishes — choose wisely,” says the mischievous Magic.
Chuck asks for wings — and he gets large chicken wings on his back. “How am I supposed to eat these!?” asks Charles, who obviously wanted the edible version.
Spike asks for box seats — so Magic turns their comfy chairs into cardboard boxes.
Samuel L. wishes he could watch the game in peace — so Magic makes Charles and Spike disappear.
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