Capital One is rolling back into March Madness with a fresh chapter of its long-running “Road Trip” campaign, bringing along a familiar crew and a few new faces for the ride.
Marking its 16th year as an official NCAA tournament sponsor, the brand continues its fully integrated push, created by GSD&M, that leans into the chaos, camaraderie, and unpredictability that define the tournament.
This year’s campaign reunites Charles Barkley, Samuel L. Jackson, Magic Johnson, and Jennifer Garner, while adding WNBA standout Caitlin Clark to the mix. Together, they hit the road toward the Final Four, spotlighting the idea that March Madness is as much about the journey as it is the bracket.
The campaign unfolds across five new :30 spots, each leaning into humor and fan culture. “Sorry Sam Jackson” finds the crew breaking into song after Jackson’s bracket inevitably collapses. Watch below:
“Naismith Goes to the Final Four” drops the inventor of basketball into modern courtside chaos, played for laughs.
“Chuck’s Got Games” sends the group to an arcade, where Barkley claims his throne as “basketball royalty.”
“Bankover” imagines a March Madness sleepover complete with pajamas, pranks, and inside jokes about banking perks.
“Raining 3%” features Clark joining the crew as they turn everyday diner orders into a playful showcase of rewards.
“This year, we wanted to keep building on the momentum we’ve created with Capital One for March Madness,” said Ryan Carroll, Executive Creative Director at GSD&M. “The Road Trip lets us show up in a way that feels true to the tournament by celebrating the moments fans care about while keeping the Capital One brand front and center throughout the month.”
Beyond TV, the campaign stretches across social, digital, in-stadium, and out-of-home placements, with Capital One’s signature Chuck Blimp once again taking to the skies over Final Four host cities.
GSD&M says the goal this year is simple: cut through the noise of a crowded sports and advertising landscape while keeping Capital One front and center during one of the most competitive marketing moments of the year.
Or put less politely: if you’re watching March Madness, they’re making sure you can’t miss them.
CREDITS:
BRAND: Capital One
- Chief Brand Officer: Marc Mentry
- SVP, Brand Strategy, Advertising, Media and Experiential Sponsorships: Daniel McCaskey
- VP, Brand: Chad Paisley
- Director, Brand Advertising: Brooke Man
- Senior Manager, Brand Advertising: Annalee Barkstrom
- Manager, Brand Advertising: Brandi Domingo
- Senior Associate, Brand Advertising: Alana Boyd
- Senior Associate, Brand Advertising: Alana Boyd
- MVP, Social Media and Content Marketing: Lindsay Hansen
- VP, Social Media, Content and Brand Governance: Ben Freidson
- Director, Brand Social: Blair Matthews
- Senior Manager, Brand Social: Rae Loseman
- Principal Associate, Brand Social: Emily Hahn
- Senior Associate, Brand Social: Caitlin Gibney
- VP, Brand Sponsorships & Experiential: Byron Daub
- Senior Director, Brand Sponsorships & Experiential: Stephanie Mosley
- Director, Brand Sponorships & Experiential Marketing: Trevor Minor
- Manager, Brand Sponorships & Experiential Marketing: Max Hedgepeth
- Manager, Brand Sponorships & Experiential Marketing: Jaimie Sams
AGENCY: GSD&M
- Chief Creative Officer: Jay Russell
- Executive Creative Director: Maria D’Amato
- Executive Creative Director: Ryan Carroll
- SVP, Group Creative Director: Scott Brewer
- Creative Director (Raining 3%, Sorry Sam Jackson, Naismith Goes to the Final Four): Dale Austin
- Creative Director (Raining 3%, Sorry Sam Jackson, Naismith Goes to the Final Four): Brandon Curl
- Creative Director (Chuck’s Got Games): Ryan Warner
- Creative Director (Chuck’s Got Games): Justin Han
- Art Director (Bankover, Naismith Goes to the Final Four): Mara Gutierrez
- Copywriter (Bankover, Naismith Goes to the Final Four): Cole Walsh
- Associate Creative Director (Social): Will Hammack
- Associate Creative Director (Social): Jack Rogosin
- Associate Creative Director (OOH, Display): Tj Vining
- Senior Writer (OOH, Display): Clare Davis
- Associate Creative Director: Matt Barker
- Associate Creative Director: Phil Davies
- Junior Art Director (Social): Carli Aldape
- Junior Writer (Social): Paris Cipollone
- Executive Producer: Jon Ellis
- Senior Content Producer: Rolando Romero
- Producer (Social): Natalia Perez
- VP, Senior Print Producer: Kelly Grant
- Digital Producer: Connor Miranda
- Senior Manager, Talent: Chris Quinn
- Senior Business Affairs Specialist: Tamika Knight
- VP, Group Strategy Director: Chelsea Vargas
- Communications Strategy Director: Jena Crabtree
- Associate Strategy Director: Annie Arendes
- Associate Director, Social Media: Sammy Rippon
- Chief Client Officer: Nancy Ryan
- VP, Group Account Director: Jodi Bucciarelli
- Account Director: Lindsey Kuhn
- Account Supervisor: Jenny Terway
- Account Manager: Owen Lee
- Account Manager: Grace Kayser
- Senior Project Manager: Adam Gill
- Project Manager: Cameron Malone
- Project Manager: Julia Shovlin
PRODUCTION COMPANY: Hungryman
- Director: Bryan Buckley
- Executive Producer: Matt Lefebvre
EDIT: Mackcut
- Editor: Mike Leuis, Cam Pazol
- Executive Producer: Gina Pagano
VFX/FINISH: House of Parliament
- VFX Supervisor: Eric Mason
- Producer: Mike Cimino
AUDIO: Lime Studios
SOCIAL EDITORIAL: GSD&M
Social Editors: Weston Morgan, Alex Zakon
SOCIAL VFX/FINISH: Jogger
REELated:
Rover celebrates every pet quirk and tail wag in campaign
