March Madness is here, and for basketball fans, that means keeping up with every game, every buzzer-beater, and every shocking upset. Missing a moment isn’t an option—especially at Buffalo Wild Wings, the official sports bar of the tournament.
To celebrate the madness, B-Dubs is rolling out a new campaign with Anomaly titled “So Many TVs. Not Enough Eyes.”—a playful nod to the overwhelming number of screens in each location and the challenge of watching them all at once.
At the heart of the campaign is a 30-second spot featuring Hank, B-Dubs’ CGI Buffalo and the brand’s biggest fan, who takes on the role of an over-the-top infomercial spokesperson. His problem? There are just too many TVs at Buffalo Wild Wings for the average human (or buffalo) to keep up. His solution? The B-Dubs Vision Goggles—a ridiculous yet perfectly on-brand invention that lets fans watch every March Madness game at the same time. Watch below:
“What makes March Madness so exciting is the sheer amount of can’t-miss games and moments happening at once,” said Tristan Meline, Chief Marketing Officer at Buffalo Wild Wings. “B-Dubs is the only place you can watch it all, with over 60 wall-to-wall TVs playing the men’s and women’s games simultaneously. So, we created these one-of-a-kind goggles to assist our most devoted March Madness fans in catching even more action than two eyeballs will allow.”
Supporting the campaign are two 15-second spots: “Eyes Wide Open” shows Hank testing out a pair of homemade goggles in an attempt to take in every screen at once. The only problem? They’re far from stylish.
“Patent” features Hank passionately defending the brilliance of his goggle invention—until reality sets in and he starts walking back his claims.
Dan Berenson, Creative Director at Anomaly, added: “You may not have heard of N.E.E.D. (Not Enough Eyes Disorder), but it’s a real problem for people at Buffalo Wild Wings during March Madness. So many screens, not enough eyes. And we solved it the only way a slightly inebriated buffalo with wings could. Unhinged? Probably. Unforgettable? We sure hope so.”
March Madness may be chaotic, but Buffalo Wild Wings has a game plan: wings, beer, and more TVs than you’ll ever be able to count. The campaign further cements Buffalo Wild Wings as the go-to sports bar for March Madness, reinforcing the “Let’s Go Sports Bar” messaging that launched with Hank in 2023.
The “So Many TVs. Not Enough Eyes” campaign launches today, March 10, across broadcast, paid social, OTT, organic social, and influencer collaborations. For fans who want to get in on the fun, a Snapchat Lens will bring the goggles to life starting March 20.
Fans can even visit www.bdubsvisiongoggles.com to snag a pair for just $9.99, starting March 17 at 9 a.m. EST.
CREDITS:
TEAM CREDITS
BRAND: Buffalo Wild Wings
- Tristan Meline Chief Marketing Officer
- Jared Bradley VP, Integrated Marketing
- Kristen Bowman Senior Dir, Integrated Marketing
- Hannah Bartle Manager, Integrated Marketing
AGENCY: Anomaly
FILM PRODUCTION COMPANY: Caviar
Director: Maggie Carey
EDIT: Cartel
AUDIO POST: Lime
VFX Studio: Untold Studios
REELated:
Kim Kardashian’s SKIMS blows up Times Square
