LARRY CULPEPPER

Larry Culpepper is a beloved Dr Pepper stadium vendor and self-proclaimed inventor of the College Football Playoff.

In the third year of this award-winning campaign, we took Larry somewhere he's never gone before: outside the stadium.

But first, he needed a sweet ride.

The Official Larry Culpepper Costume was this year's hottest soda vendor Halloween costume. You could only get it on DrPepper.com, and they sold out in just two weeks.

Somehow, Larry even ended up in a Kroger commercial.

Larry's storyline culminated with these two "live" spots that ran the night of the National Championship Game.

LARRY'S ROADSHOW
The Tailgate 2000 wasn't just a prop. We teamed up with West Coast Customs to design and build an actual, drivable-ish tailgate on wheels.

Throughout the year, Larry and the RV met fans at big games around the country. Over the course of five events, we had more than 120,000 attendees.

OUT OF HOME

Featured in AdAge.

Art Director: Curtis Petraglia
Copywriter: Andrew Kong
CD: Ryan Lehr // Erick Mangali
ECD: Brett Craig
Agency: Deutsch
Director: Jonathan Krisel