Shaq Shines in charlieuniformtango and LERMA/ New Campaign for The Home Depot

It’s time for March Madness, when basketball stars shine on the court… and in the case of one hoops Hall of Famer… off the court as well. James Rayburn, charlieuniformtango’s Editor/CEO, announced the new “How to March Madness” campaign and “Tips from the Tool Shaq” content series for The Home Depot produced in partnership with LERMA/ featuring basketball legend and The Home Depot fan, Shaquille O’Neal. The Home Depot campaign, in partnership with NCAA, combines the fandom of March Madness with the satisfaction of DIY.

The Home Depot has a long-standing commitment to collegiate sports, and the NCAA and March Madness link connects with customers in a fun, authentic way to empower them as they tackle spring projects.

Let’s take a look at “How to Clean the Glass” starring the NBA Hall of Famer…

Launched March 17, the campaign is brought to life by The Home Depot associates and Shaq. The series features entertaining content tying together basketball themes with common spring projects including “How to Protect the Paint” and “How to Clean the Glass.” The campaign features ads on linear TV including CBS, TBS, TNT, TruTV, and ESPN Network; digital and social content; integrations and experiential activations including an onsite Tool Shaq allowing attendees at the Men’s and Women’s Final Four to experience “How to March Madness” firsthand.

“We were excited to send an editing team to Atlanta to work on this fun campaign with LERMA/and The Home Depot,” said James Rayburn. “Shaq is hilarious and will definitely get the do-it-yourselfers going to get more done this spring.” editor/owner Deedle LaCour added, “As a lifelong basketball fan, it was a blast to work on this campaign with a guy whose posters were on my bedroom wall. I still remember watching Shaq break the glass on NBA Inside Stuff as a teen. And as a 20+ year collaborator with The Home Depot and the folks at LERMA/, I couldn’t be more proud to have gotten the call for this special project.”



The Home Depot


Lerma Advertising, LLC

Jen Taylor, Principal

Sharon Chortek, Freelance Producer


Michael Wagner, Executive Producer 

Deedle LaCour, Editor

Adam Henderson, Editor

Austin Cross, Editor 

Allen Robbins, Finish, VFX

Catherine Thomas, Finish, VFX

Connor Adams, 3D, VFX

Jake Kluge, Audio

Matt McClain, Color (Thrive Colour)

Production Co: Synergy Films

Sam Washington, Director

Chad Watkins, EP

Helen Urriola, Producer 

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