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Kilborn Banters for Coke

Published on .

Coke: Kilby banters about basketball.
As part of its sponsorship of the 2003 NCAA Men's Basketball Tournament, Coca-Cola began airing a spot last week starring former ESPN anchor and current host of the Late Late Show Craig Kilborn. The tournament, like Kilborn's show, appears on CBS, and the spot also features CBS Sports announcer Billy Packer.

Although the spot looks like recent celebrity efforts from Berlin Cameron/Red Cell, the spot was created by McCann-Erickson and Momentum, a division of McCann that handles sports sponsorships for Coke. Wayne Holloway of transmission@RSA directed.

The spot, which will air in TV and cinema versions, features Kilby mulling over the brackets for the upcoming tournament when Packer interrupts and accidentally gives him a critical clue.

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