March madness 2023

Every year, Capital One releases a series of March Madness commercials featuring a tribe like no other—Samuel L. Jackson, Charles Barkley, and Spike Lee (with some notable cameos from the likes of Jennifer Garner, Magic Johnson, and Jim Nantz).

With all the literal madness going on during the launch of the 2023 commercials, Capital One wanted a way to capture the attention of fans on social. So, we came up with #OnTheRoadDuet (based on the TV spot below) to get people engaged and hyped for the tournament. It went viral—165.3M views type-of-viral.