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2024 Bubba Racing Commercial
– columbia outerwear

Using the Force, Mark Hamill and Bubba Wallace team up to ‘launch’ a Columbia outerwear and Star Wars and Bubba Wallace racing collaboration. The spot opens with Bubba walking up to what appears to be ‘Lukes’ house. Hamill tosses the keys to Bubba and comments ‘Nice suit’. Bubba then walks to the waiting race car. We’re treated to a 360 wrap-around shot of Bubba’s car with the Star Wars detailing and star wars-esque soundtrack playing in the background. If you’re going to spend the money for the usage rights, get all the bang for your buck you can.

NASCAR is a powerhouse in and of itself, so I’m sure the value is pretty much a wash. The audience is definitely appropriate, a lot of overlap between NASCAR and StarWars. The problem is, this is a commercial for Columbia outerwear. We completely lose any sense of who we’re supposed to be thinking about. This works from an audience perspective but not a business perspective.