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May 8, 2008
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Hanging With The Boys: WNBA Preps First Male-Centric Ad Campaign

The WNBA will unveil a new season-launch brand campaign via Goodby, Silverstein & Partners, S.F., aimed at male sports fans called “Expect Great” during ESPN’s coverage of Cavaliers-Celtics Game Two tonight. Two 30-second spots featuring L.A. Sparks rookie F Candace Parker and Shock F Cheryl Ford will debut tonight, while an ad featuring Fever F Tamika Catchings will air during ABC’s NBA Playoffs coverage on Sunday afternoon. NBA VP/Marketing Hilary Shaev said, “Some men have a misconception about the level of play in the league. In order to really grow the game we actually need to target gatekeepers.” Shaev: “The idea here is to target a gatekeeper as much to open the gate (for more women and children to be exposed to the game) as to target them for consumption.” The male-centric campaign is the first such endeavor by the league. The effort will include new spots with other WNBA players as the season progresses and will air during NBA and WNBA game broadcasts. Other marketing components will be utilized as part of the campaign, though Shaev said those “aren’t set in stone yet.”

Watch The Clip Watch The Clip
Creative Director:
Jamie Barrett
Art Director:
Troy Kooper
Copy Writer:
Jesse Gazzuolo
Producer:
Ashley Sferro
Account Director:
Tanin Blumberg
Account Manager:
Mike Davidson
Director:
Dave Laden
Editor:
Mackenzie Cutler

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