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June 12, 2015
Wambach's 'Lights Out' Ad Showcases Brand/Sport Partnerships
Americans, whether they are young or old, man or woman — they love their sports. So it is always interesting to see how brands try to make themselves relevant by developing partnerships or ad campaigns with a popular athlete or team.

Who could forget Coca-Cola's ad with Steelers Hall of Famer Mean Joe? Or recently how Mountain Dew, Red Bull, and the X Games have basically created an "extreme" culture?

The ad we are going to show you is by Baldwin & Raleigh USA for Cree Lighting. They use U.S. Soccer's own Abby Wambach to demonstrate how bad lighting needs to get replaced in a hurry.

We enjoy these ads not because of the artistic or creative nature, but because of the timeliness and relevancy. The fact that Wambach was in an indoor facility was extremely interesting; the FIFA Women's World Cup is being played on turf, a World Cup first. The superstar so far has had a great World Cup, and as of this writing, the U.S. women are gearing up to face a feisty yet beatable Sweden team.

Or perhaps it's just the soccer fan in us.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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