160Over90 Celebrates 40th Anniversary of the Atlantic 10 Conference

160Over90 launched a new campaign celebrating the 40th anniversary of the Atlantic 10 conference, entitled “Undeniable For 40.”

The spot follows 160Over90’s “Who Wants Next?” anthem ad last year, released in time for March Madness. While that spot focused on the future of the division, “Undeniable For 40” takes a long look at its past. “Year after year after year,” beings a voiceover set to highlights from the Atlantic 10’s forty year history. “We only play one way,” the spot concludes, “forty relentless minutes at a time. Fans of the conference may be able to pinpoint some favorite moments in the montage, and there’s something to be said for letting Atlantic 10 basketball speak for itself, but we have to wonder if there could have been a more memorable way to frame the action (and a less repetitive way to construct the voiceover). The ad is hosted on Vimeo and campaign microsite Undeniablefor40.com, which also features information about the league’s history.