I'm no marketing expert by any means, but I think I have a great idea for the next commercial in the series that has become a pop culture phenomenon over the past few months.
The piece would open with Dave Leitao in the midst of a press conference, with cameras flashing, discussing the current status of the Virginia basketball program. He does not have many encouraging things to say.
"We came into practice with only 10 scholarship players on our squad, two of them are struggling with injuries and one of our post players, 6-foot-10 freshman Sam Warren, just quit the team. But I do have good news.
"I just saved a bunch of money on my car insurance by switching to Geico."
It's no secret that the situation looks grim for the Cavaliers this upcoming season. Going through the inevitable "transition year" in the first season of the Leitao regime will mean Virginia fans will most likely rather tune into an episode of Tiny House than watch the Cavaliers struggle through their ACC schedule.
But there really is good news for Virginia basketball fans concerning the upcoming season. After an 18-month hiatus, The Assemblage of Cain is back.
That's right, the second coming is finally here. The Reassamblage is upon us.
Late in the 2003-04 season, with the Cavaliers building up their credentials for the NIT committee, a group of first-year students created an organization with the sole purpose of paying homage to then-freshman forward Jason Cain. The lanky, mustachioed Philadelphia native was better known for his physical appearance than his play, but quickly became a fan-favorite despite his lack of court time.
AOC officers Seth Barker, Nick Mangum, Daniel Warburton and Mike Lefebvre captured the energy surrounding the Virginia small forward and turned it into a phenomenon. The quartet launched a Web site featuring a photo page, the group's constitution, Cain's personal biography, as well as AOL Instant Messenger Buddy Icons. Barker and Warburton even put together a musical tribute to Cain in the form of a hip-hop track called "Rockin' Tha 'Stache."
The group describes itself as "the world's first and only organization devoted solely to the glorification of Jason Cain." For the final two home games of that season, Assemblage members came out in full force. The small but passionate group wore T-shirts featuring Cain's face on the front with the line "... Cain rose up ..." from the book of Genesis written below it. Dozens of Virginia students signed up to be a part of the Assemblage at the conclusion of the season and, according to the group's Web site, there are currently 103 members.
But when the 2004-05 season opened up and Cain began his sophomore campaign with the Cavaliers, the AOC was MIA. The cult figure got his first career start against N.C. State and played respectively down the stretch, but no trace of the Assemblage could be found in U-Hall during Cain's surprise rise to prominence.
Barker proclaimed on the Web site that Cain's "innovative skill and dynamic play will usher in a new era of victory and mustaches." Considering Cain averaged only 1.9 points per game that season, it's clear Barker was being a tad tongue-in-cheek when he wrote those words in the spring of 2004. Since then, Cain has begun to mature as a basketball player, and while he is far from a superstar, he has made significant strides since his freshman campaign. Cain is more than just the goofy looking white guy with a 'stache.
With Cain likely beginning the season as a starter for this year's Cavaliers, the time is ripe as ever for the Assemblage to mobilize its forces once again and show its devotion to the mustachioed-one. The front page of the group's Web site tells fans to "watch for the return of the Assemblage for the 2005-06 season." After letting hordes of Cain fans down by going into hibernation for a year and half, the AOC officers have a responsibility to make sure this does not end up being an empty promise.
They already have a link on the Web site to buy Cain merchandise, which basically consists on variations on the T-shirts the group debuted in the spring of 2004. There are several articles of clothing you can purchase featuring Cain's face and the biblical quote, including a hooded sweatshirt, an infant creeper and, my personal favorite, a ladies fitted camisole.
Virginia fans need something to get excited about this season. The return of the AOC should help invigorate the student fan base and give them something fun to cheer about. So break out your Cain T-shirt and blast "Rockin' Tha 'Stache" as loud as your computer will let you. The Reassemblage has arrived.
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