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By Audrey Kemp, LA Reporter

March 9, 2023 | 3 min read

Willie Nelson serenades Samuel L Jackson and Charles Barkley with his road trip anthem in Capital One’s NCAA March Madness campaign.

Credit card company Capital One is celebrating its 13th year as the NCAA March Madness tournament sponsor with a star-studded campaign featuring Samuel L Jackson, Spike Lee, Charles Barkley and more.

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.

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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.


Agency: GSD&M

PR: Raven

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