Tying into college basketball fever and building on its long running Visigoths campaign while stepping up its branded entertainment push, Capital One, a corporate partner for the NCAA, introduces us to The Ivan Brothers, two larger than life Viking-like characters who are recruited by fictional East Western State University’s basketball team and then take a perennially losing program into the Big Dance, a.k.a. the NCAA College Basketball Tournament.
Agency DDB Chicago not only called on the make believe Ivan Brothers but also another, this time real-world brother duo to bring their creation to life–directorial team The Hoffman Brothers (Matt and Mark) of harvest, Santa Monica.
A pair of tongue-firmly-in-cheek TV spots set the stage. “Coaches” features famous college basketball coaches–from Roy Williams to Tubby Smith, Tom Izzo and Danny Manning–praising the overpowering, scary basketball talents of The Ivan Brothers.
In “Selection Show,” CBS Sports anchor Set Davis announces West Eastern State’s bid to the NCAA Tournament–mimicking the actual Selection Sunday show. A camera shows us “live” the celebratory reaction of the East Western team and its coaching staff.
Both commercials drive us to the web (theivanbrothers.com) for the humorous yet somehow charming, authentic-feeling backstory–East Western’s track record of futility (65 consecutive losses), the coach’s offbeat recruiting trip made possible by Capital One’s Venture Card air mileage points, and the sojourn’s payoff, the discovery of The Ivan Brothers in a remote backwoods community. The coach and his assistant teach The Ivan Brothers how to play basketball, turning their raw athletic talent into on-the-court dominance.
The Ivan Brothers campaign–including the backstory short titled The Ivans–debuted around the time tournament bracketology madness began and is running into the NCAA tournament, which opened Thursday (3/18).
The campaign is already generating considerable buzz and audience. As coach (and former NCAA championship player) Manning observed in the “Coaches” spot, “It’s hard to defend guys who are used to storming castles.”
An excerpt from the short accompanies this story. Log onto theivanbrothers.com to see the entire film.
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More