Willie Nelson Joins Sam, Spike and Chuck on Capital One's Annual Road Trip to March Madness

Around this time every year, we learn so much when Samuel L. Jackson, Charles Barkley and Spike Lee make their annual NCAA March Madness pilgrimage for Capital One.

For instance, sportscaster Jim Nantz smells divine. Always suspected as much, but now we know for sure. And Spike can’t take the heat when he’s heckled like those refs he’s always razzing As for what a Barkley-themed convenience store would be like, well, it’s called a Chuck Stop, natch, and boasts the stupidest subs in town.

We learn all that and more in the latest edition of the beloved campaign dropping today from agency GSD&M.

Five :30s have plenty to offer—with Magic Johnson and Jennifer Garner returning from past iterations, too. But best of all, there’s country music icon Willie Nelson, who joins the crew on the road and performs one of his signature songs. Can you guess which one? It sure ain’t “Always on My Mind.”

At this point, these guys are like flesh-and-blood versions of college sports mascots: cuddly yet crotchety, hyped on college hoops, human cartoons that deliver the low-brow comic goods and seem to have a blast. They all smell divine, too. Well, maybe not Spike. (Just adding to the heckles, dude!)

“Adding Willie was great because the other celebrity talent on set were all just as excited as we were to be working with such a legend,” says GSD&M SVP, group CD Scott Brewer. “As an agency based in Austin, Texas, we couldn’t be prouder to have brought him into this collaboration. The fact that we got to shoot with Willie on his actual tour bus only made for a more authentic and entertaining spot.” 

The push spans TV, OLV, social and on-site activations at the NCAA Men’s Basketball Tournament starting on March 14.

A TikTok challenge the day before will give fans the chance to duet with Willie and Jennifer. Garner’s channel will host the event.

CREDITS

Agency: GSD&M
Jay Russell: Chief Creative Officer
Scott Brewer: SVP, Group Creative Director
Ryan Carroll: SVP, Group Creative Director
Kristi Flango: Creative Director (On The Road Again, Chuck Stop)
Sarah Weigl: Creative Director (On The Road Again, Chuck Stop)
Brett Baker: Creative Director (Heckling Spike)
Justin Han: Assoc. Creative Director, Writer (Halftime at Home, March Magic Lamp)
Ryan Warner: Assoc. Creative Director, Art Director (Halftime at Home, March Magic Lamp)
Kendal Steffen: Senior Art Director (Heckling Spike, Social)
Clare Davis: Senior Writer (Heckling Spike, Social)
Jon Ellis: Executive Producer
Rolando Romero: Producer
Nancy Ryan: SVP, Managing Director
Lindsey Kuhn: Account Director
Kackie Hensen: Account Supervisor
Jenny Terway: Account Manager
Lindsay Wakabayashi: Director, Business Affairs
Georgette Bivins: Sr. Business Affairs Manager
Kim Tarter:  Assoc. Business Affairs Manager
Adam Gill: Project Manager
Tyson Maley: Project Manager
Jim Firestone: SVP, Group Strategy Director
Chelsea Vargas: trategy Director
Randy Romero: Social Media Director
Sammy Rippon: Senior Social Strategist

Director: Spike Lee
Production Company: Pony Show Entertainment
Editorial: MackCut
VFX: Framestore