US Ad of the Day: Willie Nelson, Samuel L Jackson go ‘On the road again’ for Capital One

In the campaign, Jackson, Lee and Barkley go ‘On the road again’ with country music legend and cannabis lover Willie Nelson, A-list actress Jennifer Garner, sportscaster Jim Nantz and basketball icon Magic Johnson in five different TV spots and a TikTok challenge.

One of the five spots, launching today, takes Garner, Jackson and Barkley on the open road in a semi-truck. During their road trip, Barkley chats with other truckers over the transmitter radio: “Breaker breaker, one nine, it’s Chuck-a-truck in a Sweet 16-wheeler back on the road again.”

The camera then cuts to Nelson, donning his iconic bandana and braids. He responds by singing his iconic hit: “The life I love is watching b-ball with my friends – and I can’t wait to get on the road again.”

In another spot, Lee and Jackson stop by Barkley’s ‘Chuck-Stop,’ a roadside superstore filled with road trip essentials. The group shops around and stock up on delights like ‘Pumpkin-spike lattes’ and an enormous sub sandwich. Garner picks up the tab with her her Capital One Venture Card.

The campaign’s three other spots – ‘March magic lamp,’ ‘Heckling spike’ and ‘Halftime at home’ – are available to watch on Capital One’s YouTube channel. Campaign content will encompass TV, online video, social, on-site signage and activations and broadcast.

The First Four March Madness games will be played March 14-15. The first round of the tournament begins March 16-17.

Credits

Agency: GSD&M

PR: Raven

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