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Mtn Dew, BBVA Compass, Priceline.com Rolling Out Ads Around NBA All-Star Weekend

Pepsi will activate around the NBA All-Star Game, its first as an NBA corporate sponsor, with an ad breaking today online featuring Thunder G Russell Westbrook, Bulls G Jimmy Butler and Lakers F Julius Randle for Mtn Dew X. The ad, which has little NBA footage, features the tagline, "The game lives everywhere." Mtn Dew Dir of Brand Marketing Sadira Furlow said, "We're not about on-court performance. For us, it's more about highlighting hoops culture and the lifestyle around basketball." The ad will have its TV debut during TNT's All-Star Saturday Night broadcast. Other marketing activation in Toronto from Pepsi includes an All-Star DJ contest, which lets fans help decide what music will be played during the All-Star Game warmup on Sunday; a new virtual reality 3D painting tool from Google; out of home advertising; themed packaging in the Toronto market; and presenting sponsorship of Friday night’s celebrity game. All of the marketing support is behind the Mtn Dew brand, which has deals with 15 NBA teams and 18 players. Pepsi signed a five-year deal with the NBA last spring, ending a 29-year relationship between Coca-Cola and the league (Terry Lefton, Editor-At-Large).

PLEASE HAMMON, DON'T HURT 'EM: BBVA Compass this week breaks its new #BrightFutures ad campaign with two spots starring Thunder F Kevin Durant and the Spurs' Becky Hammon, the NBA's first full-time female coach. Durant's ad, "Dare to be you," will have its TV debut during tonight's NBA coverage on TNT. The Hammon spot, "Know where you're going," breaks tomorrow during TNT's coverage of the BBVA Compass Rising Stars Challenge. The video series also will feature Rockets G James Harden, Spurs F Kawhi Leonard, Mavericks F Chandler Parsons and former NBAer Bruce Bowen (BBVA). AD AGE's Adrianne Pasquarelli notes Hammon in her ad "talks about the many obstacles she encountered in getting to where she is today." BBVA Compass Chief Marketing & Client Experience Officer Jennifer Dominiquini said that the company with its new campaign "wants to bring more humanity to banking." Pasquarelli notes the marketing effort was "developed in-house, though the bank also worked with O2ideas and SweetSpot on production" (ADAGE.com, 2/11).

PRICE IS RIGHT: In Minneapolis, Michael Rand notes former NBAer Latrell Sprewell in a new Priceline.com commercial set to debut during All-Star Weekend "pokes fun at his own history of bad choices." In the spot, a father "books a hotel in San Antonio so he can take his daughter to a Spurs game." While there, they get to meet Basketball HOFer David Robinson, who "gives her the advice that the key to success is 'hard work and a great attitude.'" The scene "then shifts to what would have happened if they didn't take the trip: They watch the same game at a restaurant and encounter Sprewell," who "tells the little girl: 'Success is just failure that hasn't happened yet'" (Minneapolis STAR TRIBUNE, 2/11).

ACTIVATION PLANS: SPORTSBUSINESS JOURNAL's John Lombardo reports Verizon is "taking over title sponsorship of Saturday night’s slam dunk contest." The company also "plans to use All-Star weekend to create custom content for its go90 service." Verizon "replaced Sprint as the league’s wireless service partner this season." Meanwhile, Tissot, which is debuting as the NBA’s official timekeeper this season, will "have NBA- and team-themed watch collections for sale on the main concourse of Air Canada Centre." Its logo "exclusively will be on the floor apron for the All-Star Game." State Farm, which is title sponsor of All-Star Saturday Night for the seventh consecutive year, also "plans to air a new spot from its 'Meet The Hoopers' ad campaign during the weekend" (SPORTSBUSINESS JOURNAL, 2/8 issue).

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On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

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