The NBA for the "first time will run ads this month that actually embrace" March Madness, according to Bruce Horovitz of USA TODAY. The TV and digital campaign "features both young and veteran" players, including Warriors G Stephen Curry, Rockets G James Harden, Wizards F Paul Pierce and Thunder G Russell Westbrook. A "print campaign features" Spurs F Tim Duncan. In the 15-second spots, the NBAers are "seen in action on the court -- then, after making big plays, their uniforms suddenly revert, with the help of animation, back to that of their college days." The ads in the campaign, "dubbed 'The Dance Never Ends,' feature the ever-ecstatic voice" of ESPN's Dick Vitale. The creative for the campaign is from Translation, N.Y., and debuts Monday. NBA CMO Pam El said that by airing spots that link some of its stars "with the colleges and universities where they played, the NBA is reminding college fans 'that great basketball continues' with the NBA playoffs that begin in mid-April, soon after the college championships" (USA TODAY, 3/17).
