Hub Goes Gung Ho for Colorado Crush

SAN FRANCISCO Hub Strategy & Communication recently launched a regional television campaign for the Colorado Crush starring former Denver Broncos quarterback John Elway. “Every day is game day” is the theme of the new work.

Three TV spots feature Elway, president and chief executive officer of the Arena Football League franchise, and the Denver team’s office staff really getting into their work. The gung-ho employees are so into the game that they all wear football helmets with their business suits, acting like players instead of office personnel. In one spot, Elway helps a frustrated cubicle worker head-butt his computer when it “isn’t giving 100 percent.” Secretaries are also seen casually rubbing lampblack under their eyes to cut down on lighting glare as they discuss shopping.

“Hub told us they would create something really different and fun—something people would talk about, and they definitely achieved that,” said Michael Young, executive vice president of development for the Colorado Crush. “We don’t have a huge media budget, which means the creative has to work extra hard.”

Hub, an independent shop in San Francisco, would not discuss account billings. The Crush spent $300,000 on ads in 2002 and $500,000 from January through November last year, per Nielsen Monitor-Plus.

The ads broke in January and were written and directed by Sam Pond, who collaborated with director of photography Stokes McIntyre of Hotbed Media. The work was shot on video, documentary-style, and actor-free, using the actual team employees. Some of their lines were ad-libbed.

The AFL was founded in 1986 and has 19 teams competing between February and May each year.

Hub’s client roster also includes Mercedes-Benz of San Francisco and Oakland, Lombardi Sports, Clear Channel and Sidi cycling shoes.