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Advertising NCAA Continental

Continental Tire taps Dan Patrick for college basketball championship spots


By Kyle O'Brien | Creative Works Editor

March 7, 2018 | 3 min read

The ‘March Madness’ of the NCAA college basketball championship gets even the most passive fan interested in the sport, and Continental Tire is again partnering with sportscaster Dan Patrick for a couple of spots that celebrate the sport.

Dan Patrick

Dan Patrick for Continental Tire

Chicago-based agency Revolution and Continental Tire teamed with Patrick for two 30-second commercial spots, continuing the partnership that began in 2017.

The two commercial spots, titled ‘Ladder’ and ‘Big Man on Campus’ were filmed at the Prudential Center in Newark, New Jersey. This year’s creative is an extension of the spots Continental produced in 2016-17 with a focus on bringing the essence of college basketball to life.

Revolution’s creative team produced round two of the Dan Patrick commercials, which, coupled with Continental’s ‘Dan Patrick Show’ sponsorship, take advantage of the gravitas and humor he brings to everything he covers. The first new ad finds Patrick’s commanding voice talking about the season-long quest to reach the top of college hoops, complete with winners holding a piece of the net. The second focuses on the heroes who cheer that quest on, with Patrick donning a mascot uniform and appearing to dunk a ball. One of the spots even includes an appearance by Patrick show sidekick Andrew “McLovin” Perloff.

“I was really excited to work with Continental Tire again because I saw what the stories were,” said Patrick. “I wasn’t sure what we were going to be able to do to top what we did last year, but Continental really gets the one-of-a-kind college basketball community and what I personally bring to the table. They managed to somehow create even funnier spots that help fans continue laughing both with me and at me.”

Added Brian Quarles, executive creative director, Revolution “We were again able to leverage who Dan is to speak to basketball fans in an authentic way. It is great to have a client and a personality who are both willing to develop creative that visually cuts through the clutter of college basketball.”

Revolution’s production services team created and managed a comprehensive 2017-18 season on-site fan experience, which included a custom Continental Tire ‘Pop-A-Shot’ game.

See the spots by clicking on the Creative Works box below.

Continental Tire: Big Man on Campus and The Ladder by rEvolution

By Continental Tire

Overall Rating 4/5

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