SBD/April 11, 2013/Marketing and Sponsorship

Mr. Big Stuff: LeBron, Westbrook Star In NBA's New Postseason Ad Campaign

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The NBA today will kick off its postseason advertising campaign with the tag line “Now is BIG” for the playoffs and “Forever is BIG” for the Finals. The spots have an int'l focus with the game action in the playoff ads called in multiple languages. “We continue to evolve the way we engage our fans,” said NBA Exec VP/Marketing Jamie Gallo. “What you see is us trying to capture the experience around the world.” The NBA’s agency of record is Goodby, Silverstein & Partners. The NBA postseason begins on April 20. The “Now is BIG” ads feature two 30-second spots; one featuring Heat F LeBron James as he steals the ball and gets an alley-oop pass to score in Game 7 of the ‘12 Eastern Conference Finals, the other featuring Thunder G Russell Westbrook as he steals the ball and shoots during Game 5 of last year’s Western Conference Semifinals. One of the 30-second Finals spots features Lakers G Kobe Bryant suspended in the air as he dunks during the ‘02 Finals. The other Finals spot features Mavericks F Dirk Nowitzki suspended in time as he make a jump shot in Game 6 of the ‘11 NBA Finals. Both Finals spots then show how the suspended action is depicted all over the world through various ways. The campaign runs through June 20 on ABC, ESPN, TNT, NBA TV and across the league’s digital and social media channels.
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