Culver City, CA-based Pitch has just launched an NCAA March Madness campaign for tournament sponsor Burger King, the agency’s first since taking over for Mother NY on BK general market duties in January (Pitch has been in charge of youth/family ad duties since 2010).
For the campaign, entitled “Watch Like A King,” Burger King and Pitch have teamed up with iconic Fab Five member, former NBA star and current NBA TV/TNT analyst Chris Webber, who stars in the Final Four 2 for $5 “Watch Like A King” spot. The 30 second spot sees a fan tell the guy in front of him in a Chris Webber jersey, “Seriously dude, we’re trying to watch the…” at which point Webber turns around and the man lets out a comical scream. Webber then asks him about his two sandwiches for five bucks from Burger King, and they work out a mutually beneficial agreement. The new spot, which unfortunately does not involve Webber attempting to call a timeout, will debut on March 16th. Webber will also be in attendance at the NCAA Men’s Final Four in Dallas cheering on participants of the Burger King-sponsored Kings of the Court 3-on-3 Tournament.
Meanwhile, from today through April 7th, fans can follow @BurgerKing on Twitter and tweet why they deserve to “Watch Like A King” and/or post a NCAA-themed photo with the hashtag #WatchLikeAKing for a chance to win a prize, including “$100 Burger King Crown Cards, mobile phone projectors, flat screen TVs, tickets to the NCAA Final Four and much more.”
“We know March Madness is about the fans, games and of course the student-athletes, so we’re celebrating by partnering with the NCAA to provide the fan base with a viewing experience fit for a king,” says Eric Hirschhorn, chief marketing officer, North America, Burger King Worldwide.
In addition to television and social media, Pitch’s “Watch Like A King” campaign will also feature experiential elements, details of which have yet to be released (but according to the credits you can expect “Throne Installation” and “Crown Headbands,” so that should give you some idea). Stick around for those credits after the jump. Credits:
Client: Burger King
Campaign: NCAA, March Madness
Agency: Pitch
“NCAA” TV :15/:30
Agency: Pitch
Chief Creative Officer: Xanthe Wells
Group Creative Director: Gage Clegg
Copywriter: Jake Matthews
Art Director: Jesse Yowell
Director of Broadcast: Julie Salik
Producer: Angela Barber
Production Company: Caviar
Director: Rawson Thurber
Director of Photography: Barry Peterson
Executive Producer: Luke Ricci
Producer: Brian Cooper
Editorial Company: Cutters
Editor: Adam Parker
Asst. Editor: David Andreini
Editorial Producer: Sasha Grubor
Telecine: Company 3
Colorist: Bob Festa
End Cap Designs + Animation: LOGAN
VFX & Conform: Cutters/Flavor
Flame Artist: Blake Huber
Flavor Producer: Sarah Casillas
Audio Post Company: Beacon Street
Mixer: Mike Franklin
Producer: Caitlin Rocklen
Music: Extreme Music
“NCAA” EXPERIENTIAL Throne Installation and Crown Headbands
Agency: Pitch
Chief Creative Officer: Xanthe Wells
Group Creative Director: Gage Clegg
Copywriter: Jake Matthews
Art Director: Jesse Yowell
Executive Producer: Spiro Kafarakis
Production Coordinator: Ivana Banh
Production Company: ASV
Producer: Tracii Andrews-Proud