James Rayburn, charlieuniformtango’s Editor/CEO, announced the new “How to March Madness” campaign and “Tips from the Tool Shaq” content series for The Home Depot produced in partnership with LERMA/ featuring basketball legend and The Home Depot fan, Shaquille O’Neal. The Home Depot campaign, in partnership with NCAA®, combines the fandom of March Madness® with the satisfaction of DIY.
The Home Depot has a long-standing commitment to collegiate sports, and the NCAA and March Madness link connects with customers in a fun, authentic way to empower them as they tackle spring projects.
Launched March 17, the campaign is brought to life by The Home Depot associates and Shaq. The series features entertaining content tying together basketball themes with common spring projects including “How to Protect the Paint” and “How to Clean the Glass.” The campaign features ads on linear TV including CBS, TBS, TNT, TruTV, and ESPN Network; digital and social content; integrations and experiential activations including an onsite Tool Shaq allowing attendees at the Men’s and Women’s Final Four to experience “How to March Madness” firsthand.
“We were excited to send an editing team to Atlanta to work on this fun campaign with LERMA/and The Home Depot,” said James Rayburn. “Shaq is hilarious and will definitely get the do-it-yourselfers going to get more done this spring.” editor/owner Deedle LaCour added, “As a lifelong basketball fan, it was a blast to work on this campaign with a guy whose posters were on my bedroom wall. I still remember watching Shaq break the glass on NBA Inside Stuff as a teen. And as a 20+ year collaborator with The Home Depot and the folks at LERMA/, I couldn’t be more proud to have gotten the call for this special project.”
This is fun, as a teen, Deedle saw Shaq break the glass.
Credits:
Client
The Home Depot
Agency:
LERMA/ Advertising, LLC
Jen Taylor, Principal
Sharon Chortek, Freelance Producer
charlieuniformtango:
Michael Wagner, Executive Producer
Deedle LaCour, Editor
Adam Henderson, Editor
Austin Cross, Editor
Allen Robbins, Finish, VFX
Catherine Thomas, Finish, VFX
Connor Adams, 3D, VFX
Jake Kluge, Audio
Matt McClain, Color (Thrive Colour)
Production Co: Synergy Films
Sam Washington, Director
Chad Watkins, EP
Helen Urriola, Producer
