9.17.24 | 2 min
The Boys are Back
116 & West
The boys are back. This summer, we teamed up with Kendall Ford of Meridian to bring together some of Boise’s most beloved sports figures—Kellen Moore, Leighton Vander Esch, and Chris Petersen—to promote Kendall’s Bronco showroom. These Boise State football stars, now icons in their own right, were a natural fit.
The concept for this standout spot was sparked by the exciting prospect of featuring Petersen, affectionately known as “Coach Pete,” alongside Kendall’s familiar faces Kellen Moore and Vander Esch.
With Petersen on board, the team quickly saw an opportunity to accentuate his legendary status by placing him in a classic Bronco, contrasted with Kellen Moore and Vander Esch in Kendall’s sleek new models.
Incorporating this renowned vehicle, a First-Generation Ford Bronco (1966-1977), into the shoot presented its own set of challenges. During its 450-mile journey from Eugene to Boise, the classic Bronco broke down halfway through. Appreciated for its old-school design, this vintage vehicle is far from the streamlined models of today. The Bronco’s “Three on the Tree” transmission, a shift lever mounted on the steering column, only allows for three forward gears and one reverse–quite different from the five to six gears typical of modern manual floor shifters. For those not accustomed to it, such as Coach Pete, navigating this retro arrangement was no small feat–though it made for an iconic peel-out in the final scene.
To further evoke the nostalgic and homecoming theme of our concept, we decided to incorporate Thin Lizzy’s 1976 hit “The Boys are Back in Town.” This choice wasn’t merely about adding a familiar melody; it’s about tapping into music’s unique ability to resonate emotionally with the audience and improve retention.
To secure the rights to use such a classic track, we needed two licenses: a synchronization license from Universal Music Publishing, the song’s publisher, and a master license from Thin Lizzy’s recording label, Mercury Records. Ultimately, the cost for licensing this song amounted to a low five-figure sum. While this type of investment is rare in local ads, it differentiates it from others.
The ad is scheduled to air for four months, from the end of the Olympics through the bulk of football season.
To check out more of our creative and strategic work, visit our client work pages.