And1 – My Wife & Kids

Objective
To introduce the start-up And 1 during its launch in the U.S. and create brand awareness for the basketball company by placement in television.

Strategy
Target the core demographic of the brand (basketball) to secure onscreen product exposure, associating it with Damon Wayans, the major star of the very popular family sitcom, My Wife and Kids while he played basketball on screen.

Results
- Over 2 minutes of branded screen time for the brand
- 72 million compiled viewers