Kobe Bryant Stars In New Ad Campaign For 2K Sports' "NBA 2K10"

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Lakers G Kobe Bryant is featured in a new ad campaign to promote 2K Sports' "NBA 2K10" videogame, which is being released today on PlayStation3 and PSP, according to Tanya Irwin of MARKETING DAILY. The campaign, titled "How Will You Take Over?," was created by ad agencies 72andSunny, L.A., and Zambezi, California, and "includes TV, print, outdoor and online ads, content films and a Facebook application." 2K Sports has "never worked with Bryant before," and 72andSunny Brand Dir Evin Shutt said the deal with Bryant is "only for NBA 2K10." Irwin notes TV spots, "which run through the end of October, feature motion capture computer-generated imagery ... as well as a high-energy soundtrack." Print ads are "running until the end of November in 'XXL,' 'ESPN The Magazine,' 'Dime,' 'Slam,' 'Bounce' and 'Complex.'" The online campaign "includes three content films that feature" Bryant, Bulls G Derrick Rose and G4 host Chris Hartwick. In one of the online films, titled "Mamba vs. Pooh," Bryant and Rose are "arguing over whose video game namesake is the better player." Bryant in the ad says that his player is "better because he has four rings," while Rose is "left speechless" (MARKETING DAILY, 10/6).