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SBJ/January 23-29, 2012/Leagues and Governing Bodies
NBA transitions from tipoff campaign to 'Big'
Published January 23, 2012, Page 26
The “Big” effort launched on Jan. 19 and comes after the league used a campaign labeled “Big Things Are Coming” to promote the start of this year’s lockout-shortened season.
“We like to refresh the brand every five years or so,” said Danny Meiseles, executive vice president and executive producer, production, programming and
The new campaign will run across all NBA broadcast
Meiseles said each of the three spots features footage of the player backed with a description of the action along with music from Primus. The debut spot features
“The focus on Rondo is that he plays big,” Meiseles said.
Notable is that the campaign initially does not use the league’s biggest stars, such as LeBron James or Kobe Bryant, though Meiseles did not rule out using those players in future commercials.
“Creatively, we wanted to get [the first three] spots out first,” Meiseles said. “Obviously, we will focus on key guys in the creative process and we know we have four more months to focus on other players.”