Safety Blitz: Dr Pepper Kicks Off Massive College Football Campaign
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Delusional concessions vendor Larry Culpepper is gearing up for his third season as the face of Dr Pepper’s annual college football pitch, anchoring a multi-platform ad campaign that includes a heavy dose of national TV, as well as the requisite social media executions and a print component.
Portrayed by actor James M. Connor, the garrulous soda jerk will be featured in 10 new TV spots that are set to air throughout the season and on into January’s College Football Playoff. The first execution, a 30-second spot that introduces the “Tailgate 2000,” a tricked-out RV Larry commandeers in his role as the brand ambassador, began airing on Aug. 22. In the first five days since it premiered, the spot aired 284 times on football-friendly venues like SEC Network, ESPNU, CBS Sports Network and Big Ten Network.
Fans will be able to get a closer look at the deluxe conveyance, which features pebbled-leather pigskin seats, Astroturf upholstery and a custom airbrushed mural depicting Larry in a number of mock-heroic poses, when the vendor rolls up to AT&T Stadium on Sept. 3 for the eighth annual Cowboys Classic. ESPN’s production of the “Saturday Night Football” matchup between USC and Alabama kicks off at 8 p.m. EDT.
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