James Harden is fast becoming the go-to star for millennial-savvy brands. In the run-up to Taco Bell’s Super Bowl commercial, the hirsute Houston Rockets guard helped the brand build buzz by appearing in a cryptic teaser for its mystery menu item, ultimately revealed as the Quesalupa (basically, a chalupa with cheese in its shell). He also showed up in the chain’s 30-second “Big Game” spot.
Now, Harden lets his quirky personality and famous facial hair run wild in a new campaign touting Ferrara’s Trolli brand gummy candies. “The core Trolli target is millennials and Gen Z consumers,” Jill Manchester, Ferrara senior vice president of marketing and brand strategy, told Adweek. “We know these consumers like to keep it real and be authentic to their true self. This same spirit is what drives Trolli and drives James.”
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