• by Fern Siegel , March 25, 2024

NCAA March Madness is here — and Capital One, an official sponsor of the basketball tournament for 14 years, has debuted a new integrated campaign.

Created by GSD&M, the credit card issuer's agency of record, it features five spots, including one with Samuel L. Jackson, Charles Barkley, Jennifer Garner, Jim Nanz, Spike Lee and Dionne Warwick.

The anthem spot That’s What March Is For has an array of celebrities and athletes. Also included in the campaign is The Chuck Blimp, Magic Mart, Key to the City and What About Nantz?

The NCAA Men’s and Women’s tournaments span more than three weeks. The games run till March 31. The Final Four will be held April 6 and the championship game is April 8.

The cross-channel campaign runs on TV, social, digital, OOH in-arena signage and on-site activations. Capital One, Warner Bros. Discovery Live Events and 160/90 partnered on the on-site activations. The brand is also hosting a TikTok-first merch sweepstakes.

Ryan Carroll, GSD&M group creative director, said: “Every year our goal is to raise the bar and ensure that we are adding to the fan viewing experience. We see this work as an extension of the entertainment and excitement of the games, and that’s why fans look forward to it.”