Hanging With The Boys: WNBA Preps First Male-Centric Ad Campaign

By Paul Sanford, Television Editor

The WNBA will unveil a new season-launch brand campaign via Goodby, Silverstein & Partners, S.F., aimed at male sports fans called “Expect Great” during ESPN’s coverage of Cavaliers-Celtics Game Two tonight. Two 30-second spots featuring L.A. Sparks rookie F Candace Parker and Shock F Cheryl Ford will debut tonight, while an ad featuring Fever F Tamika Catchings will air during ABC’s NBA Playoffs coverage on Sunday afternoon. NBA VP/Marketing Hilary Shaev said, “Some men have a misconception about the level of play in the league. In order to really grow the game we actually need to target gatekeepers.” Shaev: “The idea here is to target a gatekeeper as much to open the gate (for more women and children to be exposed to the game) as to target them for consumption.” The male-centric campaign is the first such endeavor by the league. The effort will include new spots with other WNBA players as the season progresses and will air during NBA and WNBA game broadcasts. Other marketing components will be utilized as part of the campaign, though Shaev said those “aren’t set in stone yet.”

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Creative Director: Jamie Barrett Art Director: Troy Kooper Copy Writer: Jesse Gazzuolo Producer: Ashley Sferro Account Director: Tanin Blumberg Account Manager: Mike Davidson Director: Dave Laden Editor: Mackenzie Cutler