Continental Tires is launching creative tied to March Madness showing how smart choices are important in both sports and tire selection.
The company partnered with Duke legends Christian Laettner and Grant Hill for a 30-second spot to harken back to the duo's iconic buzzer beater in the '92 Elite Eight and and shows how Hill’s quick decision to make the 90-foot pass to Laettner was key.
The brand's latest spot aims to capture the excitement of college basketball and serves as an opportunity for Continental to connect with its target audience, promote its brand, and celebrate the excitement of college basketball, according to the company.
This spot is running on CTV and streaming platforms through the tournament. It supports its sponsorships in fourth quarter 2022 regular season and tournaments, as well as first quarter 2023 regular season.
The spot was created by Chicago-based rEvolution, which has worked with Continental Tire since 2015 and brought the tire brand into college basketball in 2016, including work across multiple universities and basketball tournaments.
The brand has used mascots and broadcast talent (Dan Patrick) for spots. Last year, Continental and rEvolution produced an NIL campaign for the first time in the form of a web-based episodic series called “The Drive presented by Continental Tire.” In each episode, professional basketball skills coach and social media influencer, Lethal Shooter (Chris Matthews) took a few of college basketball’s elite players on a literal drive around their college towns.