SBJ/Dec. 20-26, 2010/This Week's Issue

NBA unwrapping new ad campaign Dec. 25

The Knicks' Amar'e Stoudemire is among the
stars featured in the new campaign.

The NBA will roll out a new advertising campaign during the league’s Christmas Day broadcasts on ABC and ESPN, with five new spots tied to the league’s vaunted “Where Amazing Happens” branding effort.

The campaign, tagged “Encouragement,” features 30-second spots showcasing some of the league’s top stars: Amar’e Stoudemire of the New York Knicks, Kevin Durant of the Oklahoma City Thunder, Chris Paul of the New Orleans Hornets, Steve Nash of the Phoenix Suns and Stephen Curry of the Golden State Warriors.

The Stoudemire and Durant spots will debut during the NBA’s five Christmas Day broadcasts, which include a doubleheader on ABC of Orlando against Boston followed by Miami against the Los Angeles Lakers. The Christmas Day games on ESPN have Chicago playing New York, Denver against Oklahoma City, and Portland against Golden State.

The ads are documentary-style commercials, with actual footage from each player’s past along with an on-screen actor commenting on the player’s current NBA careers. For example, the Stoudemire commercial shows footage of the now-Knicks star shooting in a gym as a 17-year-old while the actor discusses Stoudemire’s success as an NBA player.

The commercials will run through March, when the NBA begins its postseason ad campaign.

“We took a different approach to these spots, almost like a back-to-the-future approach with footage of players working on their game,” said Danny Meiseles, senior vice president and executive producer of NBA Entertainment.

The spots will also run on TNT, NBA TV, and all of the NBA’s social media outlets. No print buy is included.

The Nash, Paul and Curry spots will roll out in January.

Goodby, Silverstein & Partners is the NBA’s agency of record. The new commercials fall under the league’s critically acclaimed “Where Amazing Happens” branding campaign that’s been in place for the past three seasons.

The NBA is also adding holiday-themed spots that feature bobbleheads of players from all 30 teams. The holiday spots are backed by the song “Come Home” by The Resource.

The 30-second bobblehead spots are an extension of the NBA’s season tip-off commercials that also used bobbleheads of stars, including LeBron James and Kobe Bryant. The new spots are team-specific and will run only on NBA TV through early January.

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