GALE and Old Dominion Freight Line (OD), a leading less-than-truckload (LTL) freight shipping company, have teamed up on a new creative campaign: “The Best in the Game®.” Featuring legendary sports commentator Rece Davis and fan-favorite mascots from 18 universities, “The Best in the Game” spotlights OD’s ESPN College GameDay sponsorship and exemplifies how OD connects with its key audience by tapping into their passion for sports.

Created by GALE, “The Best in Game” unites iconic mascots, such as Hairy Dawg, Rameses, and Big Al, with OD team members as they work side by side through every stage of the shipping process. The campaign brings the sports analogy to life by featuring the mascots and the OD team in game-inspired moments: giving a rousing locker room speech, executing plays with precision, and celebrating each successful delivery as a winning drive. 

“‘The Best in the Game’ is all about showing how OD’s commitment to excellence mirrors the spirit of college sports. By blending iconic mascots, OD team members, and the excitement of ESPN College GameDay, we created a campaign that helps OD connect with their audience in a way that’s memorable, meaningful, and uniquely theirs,” added Josh Braithwaite, Managing Director, Creative, at GALE.

Throughout the campaign, there are several “Easter egg” moments designed to delight sports fans. For example, the spot culminates with Rece Davis, host of ESPN College Football GameDay, declaring, “Now that’s the best in the game. No playoff needed.” Flanked by mascots from Arizona State University and the University of Alabama, Davis’ declaration is a playful nod to the recent college football playoff committee discourse. The spot also features a creative twist on the University of Notre Dame’s iconic “Play Like a Champion Today” sign, which OD licensed for use in the spot.

“‘The Best in the Game’ brings to life the teamwork and commitment that set Old Dominion Freight Line apart. By regularly tapping into our customers’ passion for college sports, we’ve seen firsthand how meaningful connections drive real business results. In a space traditionally dominated by B2C brands, OD’s sports presence as a B2B company is both unexpected and impactful—demonstrating that best-in-class service, paired with the excitement of sports, can create lasting value for our brand and our partners,” said Dick Podiak, OD’s Vice President, Marketing & Communications.