NBA Marketing: Yao In New McDonald's Ad; Billups & adidas

Yao’s McDonald’s Partnership Crosses Ocean To China

Rockets C Yao Ming is starring in his first McDonald's TV ad in his native China since he signed on with the company in February, according to Normandy Madden of AD AGE. Yao is featured in "two Big Mac spots, a brand ad and a game promotion running in China, Hong Kong and Taiwan." The ads, via Leo Burnett, Shanghai, "draw a parallel between" Yao and the Big Mac. The brand ad was shot in Houston and Shanghai, and shows Yao as a young boy. At the end of the spot, Yao appears as an adult. The ad "may be adapted for other markets" (AD AGE, 7/5 issue).

MOST VALUE ADDED: In Denver, Spears & Thompson reported Pistons G and NBA Finals MVP Chauncey Billups is "close to signing a multiyear deal with adidas." Billups, who is repped by Andy Miller, recently signed an endorsement deal with Rock Financial, the team's presenting sponsor (DENVER POST, 7/6).