The NBA today is rolling out its new season-long ad campaign with the tagline "Everybody Up," replacing the "Big" campaign used over the past few seasons. The ads, via Goodby Silverstein & Partners, will begin running on the league’s digital assets today, with the first TV spot to air tomorrow. The spot that will kick off the start of the NBA season will feature a variety of fans and int'l cities, as well as current and former players, with a roll call voiceover by rapper Common urging “Everybody Up.”
Other spots will be tailored around the league’s Christmas Day games, All-Star Game and Finals. There is also a global emphasis to the campaign. NBA CMO Pamela El said, "We are going to be more aggressive with our marketing from both a media and creative standpoint. We will run it internationally. This is a global game and you will see us do more of that. ‘Big’ was great for us. It made sense to freshen up the campaign." El said that each NBA team also will have the option of running a localized version of the campaign. The spots will run on league TV partners Turner and ESPN/ABC, as well as on other nets and in print media. El: "We will buy media on different networks to attract the casual fan interest in the NBA."
