SBD/April 21, 2014/Marketing and Sponsorship

State Farm, Sprint, Bud Light Roll Out New Athlete-Heavy Creative For NBA Playoffs

State Farm during the '14 NBA playoffs will air a new 60-second commercial, titled "Future of the Assist." The spot finds Clippers G Chris Paul and his fictional brother, Cliff Paul, intent on passing down the ways of the assist to Lil Chris and Lil Cliff. The spot ends with a cameo from Warriors G Stephen Curry. The spot will be accompanied by updated digital banners, Clippers in-stadium activations and integration with several platforms and partners, including NBA.com. Creative agency Translation is behind the "Born to Assist" campaign (State Farm). SPORTSBUSINESS JOURNAL's John Lombardo reports the new State Farm ad is just one of the new creatives being rolled out for the postseason. Sprint is "launching a 30-second spot" featuring Thunder F Kevin Durant to "promote the company’s new 'Framily Plan.'" The spot is the brand’s "third ad featuring Durant." Meanwhile, Foot Locker is "running a new 30-second ad labeled 'No Rings'" featuring Trail Blazers G Damian Lillard. Bud Light is "using the postseason to further activate around its 'Up For Whatever' promotion, debuting a video of two fans who were given an ultimate NBA weekend." The video will show the fans playing video games against Alonzo Mourning, "receiving a special delivery" from Karl Malone and "playing a game of H.O.R.S.E against" Clyde Drexler (SPORTSBUSINESS JOURNAL, 4/21 issue).
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