Last year, 160Over90 launched its “Next” campaign promoting the Atlantic 10 Conference.
Now, in time for March Madness, the agency has launched the, uh, next phase of the campaign with a new anthem ad. The 60-second spot celebrates the hard work and determination of Atlantic 10 athletes. “Next will be brought to you by hard work,” says the ad’s voiceover, “and it will be paid for long in advance in driveways, playground and gyms.” Fast cuts of training, in-game footage and celebration match the impression of fast-paced play given by the voiceover, ending by declaring “Next is Now” and asking “Who Wants Next?”
“Last winter, we launched the ‘Next’ brand campaign for the A-10. It was the first time the conference took to a national stage to tell the story of the grittiness and uncompromising work ethic embedded in its men’s basketball programs,” Brendan Quinn, creative director at 160over90, said in a statement. “This year, we’re building on that story line. This spot takes the underlying theme of hard work and tenacity one step further by highlighting the league’s constant commitment to advancing — on the basketball court, and likewise in the classroom. It’s a great way to hype conference fans heading into March Madness.”
Credits:
Chief Executive Officer: Shannon Slusher
Chief Creative Officer: Darryl Cilli
Executive Director of Client Services: Sonya Cooper
Executive Producer: Tom Ammon
Director: Konstantinos Psimaris
Producer: Derick Crucius
Editor: Anderson Bradshaw
Creative Director: Brendan Quinn
ACD/Copywriter: Kris Blake
Digital ACD: Chris Lee
Motion Designers: Joe Dunlap, Jay Keree
Account Director: Jeremy Kanefsky
Account Executive: Andrew Larsen
Project Manager: Ted Quann
Musical Score: RJD2
Voice-Over: Saul Williams