U.S. Bank is “taking a big swing at the silver screen with a ‘Happy Gilmore 2′ tie-in,” a move “designed to win over younger audiences with a blend of humor and nostalgia,” according to Cydney Lee of ADWEEK. Ahead of the sequel’s July 25 release, the bank has teamed up with Netflix for a sponsorship deal that “marks its first Hollywood integration.” U.S. Bank will “feature as the title sponsor for the fictional Tour Championship golf tournament” in the sequel co-written by actor Adam Sandler. Its logo “will be splashed across banners and displays throughout the movie.” It will even “appear on the bib of Happy’s caddy, played by none other than musician Bad Bunny.” Beyond the in-movie sponsorship, the financial brand has collaborated with Netflix on a marketing campaign to “push the collaboration.” Lee noted “at its center is ‘Happy As Usual,’” a 30-second spot featuring cameos from PGA Tour player and brand ambassador Collin Morikawa and longtime CBS broadcaster Verne Lundquist (ADWEEK, 7/16).
U.S. Bank swings into Hollywood with ‘Happy Gilmore 2’ sponsorship, aims for Gen Z
