This year, INFINITI is donating a $1,000,000 to the pet charity of top NCAA basketbal coaches: Coaches Versus Cancer, part of the American Cancr Society. So, naturally, legenadry coaches like UNC’s Roy Williams (and a friend) are showing INFINITI a little love in return. Maybe too much. Role: CD/writer Agency: CP+B. Director: Jacob Rosenberg, Reserve Label.

The campaign made it into ESPN’s gameday coverage:

And as it picked up social traction, the “hooves” line started to become a meme for “you dumbass” & a rellying cry for UNC Tar Heel fans.As it picked up social traction, the “hooves” line started to become a meme for “you dumbass” & a rellying cry for UNC Tar Heel fans.

And it was a no-brainer for extra social content.

Hall of Fame coach and Hall of Fame dork.

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