I like college football but rarely find the time to sit down and actually watch a whole game. Tuning in for a bit of ESPN’s College Game Day on Saturday mornings in the fall gives me a quick fix. So I was pretty excited when we were asked to produce spots and content for The Home Depot featuring the cast of that show. What was even more exciting was knowing that we’d be working with two agencies at the same time on this project! A good challenge!
Our Kevin Smith was chosen to direct the integrated campaign that included The Home Depot’s agency of record, The Richard’s Group and The Home Depot’s digital agency, 22Squared. The ESPN Game Day crew consisted of color commentators Kirk Herbstreit, Heisman winner Desmond Howard, David Pollack, Maria Taylor and of course beloved Coach Lee Corso. The show’s anchor Rece Davis rounded out the cast of characters. The team relied on their light-hearted banter and “deep knowledge” of college football as they gave advice to in-store shoppers on how to become an expert pre-game partier with the help of special tailgating gear available at The Home Depot.
This was a cool project for us as we found ourselves being the glue that kept the two agencies, various clients and all their diverse needs on track and moving forward. Having the ability to combine the budget of a national commercial with the relatively smaller funding of a typical digital campaign allowed us to have a high-end director like Kevin and his outstanding crew on everything we produced which included one :30 TV spot, four online videos and six Snapchat videos.
In the end the work turned out great and everyone involved was really happy… at least that’s what they reported to us. This was a great example of a brand bringing all their diverse resources together in a smart way and having outstanding advertising to deploy in the end. We’d love to see more clients do the same and be their partners in making it happen!