SBD/October 14, 2013/Marketing and Sponsorship

NBA Rolling Out First National TV Spot, Sticking With "Big" Theme For '13-14 Campaign

The NBA tonight will debut its first TV commercial promoting the '13-14 season, featuring "11 young stars from 11 different clubs," according to Michael McCarthy of AD AGE. The national TV spot shows the players, including Wizards G John Wall, Bobcats G Kemba Walker and Cavaliers G Kyrie Irving, each "dribbling in darkened NBA arenas across the country and shooting until the lights come on." NBA Exec VP/Marketing Jamie Gallo said that the ad, which features the slogan "Big Is On," will be the "first of three new brand spots from the NBA focusing on the fan experience." The NBA's "longtime creative shop" Goodby, Silverstein & Partners created the spot, which will air on ESPN, TNT, NBA TV and RSNs, "as well as social media channels such as NBA.com, YouTube, Facebook and Twitter." Gallo said that the league "wanted to highlight up-and-coming stars" in the first ad, but "don't be surprised to see LeBron & Co. appearing in other brand spots this season." This will be the "third season in a row the NBA uses 'Big' as its advertising theme." Gallo said that the NBA also is working on a sequel to the successful "Big Color" spot from Nov. '12 that "showed NBA players dribbling in harmony to the 'Carol of the Bells.'" He said, "We're going to top it" (ADAGE.com, 10/14).
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