Top 10 March Madness Ads of All Time: Iconic Campaigns That Scored Big

March Madness isn’t just a showcase for jaw-dropping upsets and buzzer-beater finishes—it’s also a battleground for some of the best and most creative advertising campaigns of the year. Brands recognize that millions of fans are glued to the NCAA Tournament, making this an ideal time to roll out impactful commercials and campaigns that can inspire everything from belly laughs to social media trending topics. With annual ad sales nearing the billion-dollar mark, this is serious business. As we explore the Top 10 March Madness Ads of All Time, you’ll see how these memorable spots harness the tournament’s excitement and turn casual viewers into loyal customers. The very best March Madness ads strike a perfect balance between humor, nostalgia, and cultural relevance, all while celebrating the competitive spirit of college basketball.

10. Coca-Cola – “The Journey” (2018)

Coca-Cola’s 2018 “The Journey” campaign demonstrated exactly why the beverage giant has remained a prominent NCAA sponsor. Rather than relying on one headline-making ad, Coca-Cola crafted a multi-pronged approach that spanned limited-edition Coke bottles featuring team logos, an online “Bracket Refresh” contest, and immersive Final Four experiences. The collectible bottles allowed fans to show off their school pride at home, turning a simple soda purchase into a fun piece of tournament memorabilia. Meanwhile, the Bracket Refresh feature gave fans a second chance at predicting winners, even if their original picks had been eliminated—an ingenious way to keep people engaged past the first upset. By hosting live activations at the March Madness Music Festival, Coca-Cola extended its brand presence from TV screens to the real world. In doing so, “The Journey” campaign encouraged consumers to associate the thrill of the tournament with the enjoyment of sipping a refreshing Coke. This synergy across social platforms, retail activations, and live events led to an uptick in consumer interest: brand awareness during March Madness rose to 45% (up by 2 percentage points). Coke’s year-over-year consistency at tying its product to the excitement of college basketball has solidified its place among the best March Madness ads of all time.

9. AT&T – “Just OK Is Not OK” (2019)

In 2019, AT&T offered a smartly comedic spin on performance anxiety with its “Just OK Is Not OK” campaign. The premise was simple: in high-pressure situations—such as the Final Four—“okay” simply doesn’t cut it, whether it’s a half-baked game strategy or an unreliable wireless network. One particularly memorable spot showcased a mediocre sports announcer who barely musters the energy to comment on critical plays, hilariously underlining that only the best efforts win championships. By connecting the tension and stakes of March Madness with consumers’ desire for top-tier service, AT&T made a lasting impression. Their comedic approach resonated strongly, and the now-famous tagline soon popped up in tweets and meme culture, where fans would label underperforming tournament teams as “just OK.” Surveys conducted after the tournament showed a substantial jump in AT&T’s brand awareness, a testament to how well the messaging stuck. The company also rolled out Spanish-language versions, tying the campaign to diverse audiences. Ultimately, the campaign’s success lay in its ability to make people laugh while subtly reminding them that settling for “OK” isn’t acceptable—on the court or in life.

8. Capital One – “Road Trip” (2015–Present)

Capital One’s “Road Trip” series, starring Charles Barkley, Spike Lee, and Samuel L. Jackson, is arguably one of the most iconic examples of top March Madness ad campaigns. Each year, the beloved trio embarks on new misadventures en route to the Final Four, cracking inside jokes that appeal to hardcore basketball fans as well as casual viewers. Over time, the celebrities have welcomed cameo appearances from hoops greats like Magic Johnson and Larry Bird, cementing the comedic road-trip commercials as a tournament tradition in their own right. This continuity year after year has delivered consistently high sponsor awareness—surpassing 49% in some post-tournament surveys—and has embedded Capital One in the very fabric of March Madness. By giving viewers something fresh yet familiar each spring, Capital One keeps fans guessing about what new storyline Barkley, Spike, and Jackson will tackle next. It’s an excellent case study in how humor, star power, and an ongoing narrative can transform a brand into a perennial March Madness favorite.

7. Wendy’s – “Get Hype” (2021/2022)

Wendy’s entered the March Madness advertising arena with considerable impact in recent years, quickly securing a place among the best sports ads for March Madness. Titled “Get Hype,” the campaign cleverly integrated the stadium anthem “Sandstorm” by Darude—an instantly recognizable techno track that energizes sports crowds. The TV spot depicts college hoops fans going wild, dancing and jumping with euphoria as they learn about Wendy’s exclusive burger deals on the brand’s mobile app. This synergy of a limited-time food promo, a pulsating music track, and a humorous portrayal of extreme fandom made the ads stand out amidst a sea of sports-related commercials. Wendy’s also took the campaign offline by hosting events at the Men’s Final Four, blasting “Sandstorm” through a massive LED setup called “The Square.” Fans were showered with t-shirt cannons and freebies whenever the beat dropped, reinforcing the brand’s festive vibe. By linking the fast-food chain’s promotional deals to the adrenaline rush of college basketball, Wendy’s boosted both foot traffic and app downloads. The success of the “Get Hype” campaign demonstrates that tapping into fan energy—fueled by great music and comedic flair—can yield big payoffs even if you’re a relatively new sponsor looking to unseat more established rivals.

6. Jersey Mike’s – “Arm of the Slicer” (2023)

In 2023, Jersey Mike’s captured attention with a delightfully offbeat ad featuring Danny DeVito, playfully mashing up a sports-training montage with the delicate art of slicing deli meats. Titled “Arm of the Slicer,” the spot used the iconic “Eye of the Tiger” as a backing track, revamping it to celebrate fresh slicing. The visual absurdity of DeVito leading a Rocky-esque training session—replete with comedic over-commitment—proved instantly memorable. By blending sports culture with an oddly specific brand message (“We slice subs fresh”), Jersey Mike’s found a way to speak to the competitive spirit of March Madness watchers who were more than ready for a good laugh. The brand ramped up awareness by airing a 60-second version of the commercial during prime NCAA broadcast times. Social media users quickly latched onto DeVito’s comedic performance, and the phrase “Arm of the Slicer” became a mini meme among sandwich lovers. This ad stands out as an example of how smaller or niche chains can creatively use March Madness to capture the national stage if they’re willing to take risks and inject plenty of humor.

5. Pizza Hut – “Mini Basketballs” Nostalgia (2023)

Among the top March Madness ad campaigns that played on retro appeal, Pizza Hut’s 2023 effort stands tall. The chain revived its popular 1990s-era mini basketball giveaways, offering updated black-and-red basketballs that bore a modern spin on the old slogan “No One OutPizzas the Hut.” Even the pizza boxes transformed into a mini hoop and backboard, letting fans shoot around in their living rooms. This nostalgia-laden promotion not only summoned strong memories for millennials but also introduced the mini-ball tradition to a new generation. People flocked to social media, unboxing their pizza orders and showing off the mini hoops, generating an organic wave of user-generated content. With the Women’s and Men’s NCAA Tournaments both drawing record viewership, Pizza Hut seized the chance to remind everyone why it’s the “Official Pizza of March Madness.” The brand earned a reputation boost, an uptick in digital orders from collectors, and plenty of goodwill by reviving a beloved piece of 90s pop culture right as tournament hype peaked.

4. LG – “Game 4 Good” (2023)

While many March Madness ads rely on humor or exciting product offers, LG used the platform in 2023 to highlight mental health, underscoring how brand purpose can resonate as much as witty banter. The “Game 4 Good” campaign presented an emotionally compelling 30-second spot titled “A Letter Written With Love,” featuring top college players discussing athlete mental wellness. This campaign went beyond mere lip service. LG partnered with those players on social channels, donated to their chosen mental health charities, and made an on-site splash at the Final Four to encourage open conversations around well-being in sports. With mental health a pressing topic for student-athletes, the ads struck a chord by blending an uplifting message with the tension of a high-stakes tournament. By adopting a philanthropic edge, LG demonstrated that March Madness ads can do more than entertain; they can also foster important dialogue, winning brand trust along the way.

3. Uber Eats – “Double the Madness” with Leslie Jones (2021)

When March Madness returned in 2021 after a year’s hiatus due to the pandemic, fans were particularly eager to indulge in the spirit of the tournament. Uber Eats tapped into that collective excitement by casting comedian Leslie Jones in the “Double the Madness” campaign. The premise had Jones play two versions of herself—one downtrodden from the canceled 2020 tourney, and another bursting with energy at the 2021 revival. The comedic setup vividly captured the sentiment many basketball fans felt after missing a year of March Madness. Uber Eats turned that emotion into practical user engagement by rolling out “Buy One, Get One” deals on popular game-day foods. The short ads, shared across TV and social, spurred a wave of tournament watchers to order in for the big games. The result was a significant engagement spike for Uber Eats, proving that a comedic approach tied to real-world deals can help brands stand out among the best March Madness ads of all time.

2. Chili’s – “Back at One” feat. Brian McKnight (2022)

There’s a special magic in combining music nostalgia with clever product promotion. Chili’s nailed that formula by recruiting ’90s R&B star Brian McKnight to rework his classic song “Back at One.” The tongue-in-cheek ad sees McKnight—dressed as a Chili’s server—earnestly singing about burgers and baby back ribs, turning a sentimental ballad into a playful ode to the menu. The spot evoked warm and humorous nostalgia for viewers who remember the original tune dominating the radio. By merging that familiarity with Chili’s brand, the restaurant tapped into a wave of social media chatter as fans shared the commercial for its sheer feel-good factor. The campaign extended beyond TV with a series of digital teasers and behind-the-scenes clips, ensuring the jingle stuck in everyone’s mind well after March Madness concluded. Chili’s gained not only consumer smiles but also social traction and a boost in brand affinity among basketball audiences nostalgic for a simpler time in pop culture.

1. Aflac – “Coaching with Legends” (2023)

Grabbing the top spot in our countdown is Aflac’s “Coaching with Legends,” a campaign that blended humor, star power, and a purposeful message in one cohesive package. The ads featured Hall of Fame coaches Mike Krzyzewski (Coach K) and Dawn Staley alongside the Aflac Duck—and a goat symbolizing the gap in healthcare costs. The duo hilariously navigated the goat’s bleats, emphasizing Aflac’s role in filling coverage gaps that standard insurance doesn’t cover. The approach balanced comedic banter with an educational spin on Aflac’s benefits. On top of that, Aflac sponsored on-site events at the Final Four, including a basketball-themed obstacle course, which further drew fans into its brand narrative. Beyond the laughs, Aflac spotlighted equity in women’s college basketball, bolstering support for the women’s tournament and joining up with Coach Staley’s advocacy. This multi-layered campaign elevated the brand’s image, showcasing that an ad can be both fun and socially conscious. By inserting itself into the tournament’s narrative in a meaningful way, Aflac proved that a well-crafted March Madness ad can influence consumer behavior and spark positive conversations, earning it the well-deserved title of an all-time great March Madness campaign.

Emerging Trends in March Madness Marketing

A quick look across these ten remarkable efforts reveals several patterns in March Madness advertising history. Humor and celebrities consistently capture fans’ attention, as seen with AT&T’s witty “Just OK” spots or Capital One’s long-running road trip featuring Barkley, Spike, and Jackson. Nostalgia campaigns remain potent, demonstrated by Pizza Hut’s mini basketball revival and Chili’s playful throwback with Brian McKnight. Moreover, second-screen engagement is practically mandatory now—whether it’s Coca-Cola’s bracket competitions or Wendy’s in-app deals, successful brands meet fans where they scroll. Some campaigns also highlight meaningful causes, like LG’s mental health advocacy or Aflac’s push for equity in women’s sports, underscoring that commercials can do good while driving brand loyalty. Finally, live experiences that blend on-site events with social media amplification (like Wendy’s energetic fan zones or Aflac’s interactive obstacle course) are fast becoming the norm for sponsors who want to immerse themselves in the March Madness atmosphere.

All in all, these Top 10 March Madness ads of all time each accomplished something memorable: they boosted brand visibility, captured fan enthusiasm, and in many cases, generated lasting cultural impact. As new trends in marketing emerge—from NIL partnerships to even more advanced digital strategies—you can be sure that March Madness will continue to be a proving ground for next-level creativity and fan engagement. After all, the drama of a do-or-die basketball tournament is the perfect stage for brands to show off their best moves.

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