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Russell Athletic gives high school coaches a chance to thank seniors

russell

The commercial aired on Wednesday

Russell Athletic’s latest commercial, which aired during the nationally-televised Russell Athletic Bowl, provided coaches around the country the opportunity to thank their outgoing seniors, the culmination of a month-long digital campaign.

The campaign also features a dedicated social media element anchored by the hashtag #DearSeniors on Facebook, Twitter and Instagram. The content campaign featured over 400 high school coaches across the country sharing personal letters addressed to their senior players and will host a "Dear Coach" response video from a player, thanking his coach on the life-lessons he learned from the field of play.

“Playing to one's emotion is a constant regardless of age and channel,” said Jeff Hasen, author of The Art of Mobile Persuasion. “The campaign has a 'feel-good' vibe, not just for the seniors but for those who appreciate their contributions. 

“Throw in the ability to create and share individual stories, and you have a winner—not just on the field but off."

Dear Seniors
The video culminates Russell’s Team On "Settle Your Score" campaign that debuted during the high school football season that featured six teams following the season each lost the state championship. 

The commercial that aired at the Russell Athletic Bowl is a sixty-second video featuring a letter and voiceover from an Indiana high school football coach and player. 


Former Ohio State star Eddie George also stars in the campaign, serving as spokesperson for the Dear Seniors program and sharing his own letter to his high school coach and senior football players everywhere.

"The Dear Seniors program immediately struck me personally,” said Mr. George in a press release. “My coaches have made an incredible impact on the man I am today on and off the field. 

“"I believe the foundation of a team are the bonds you have with your coaches and teammates,” he said. “It's where I learned to commit myself to working hard and doing the right thing. 

“Those are the lessons I took with me when I handed in my senior uniform."

Social element
Russell Athletic is also asking high school football coaches and fans across the country to post their farewell messages to outgoing seniors by using the #DearSeniors hashtag on social media channels—Facebook, Twitter and Instagram.


Athletic wear work has served as a canvas for many big ideas in advertising in the past year. Under Armour’s boom this year was partially due to a campaign that looked to social and digital avenues to try and convince consumers of a new chapter in the brand’s history (see story). 

And in October, Athletics retailers Foot Locker and Finish Line ran concurrent campaigns, both leveraging mobile-optimized video while pulling from different sources to find content (see story). 

“Dear Seniors looks to capture important life moments from the perspective of an athlete's most influential mentor, their coach," said Matt Murphy, vice president of marketing at Russell Athletic. "This is a defining point in these young players' lives. 

“From this moment, the lessons they learned on and off the field, will serve as a solid foundation to build upon throughout their lives."

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
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