NBA Debuts New "Where Will Amazing Happen This Year?" Campaign
The NBA yesterday debuted a new ad campaign called "Where Will Amazing Happen This Year?" The effort is a playoff-themed subset of the larger "Where Amazing Happens" campaign. The spots were created through a collaboration among the NBA and its broadcast partners and will air during late-season and postseason coverage on TNT, ESPN, and ABC. The ads were produced by Goodby, Silverstein & Partners, S.F., and NBA Entertainment (THE DAILY). SPORTSBUSINESS JOURNAL's John Lombardo reports the campaign, expected to feature 25-30 new TV spots, features "black-and-white footage of players' individual memorable playoff moments." Cavaliers F LeBron James, Heat G Dwyane Wade and Lakers G Kobe Bryant each is exclusively featured in his own spot, while some of the ads also show past NBA playoff highlights featuring Basketball HOFers Larry Bird, Magic Johnson and Julius Erving. A fourth spot featuring a former player also is "in the works." This is the first season the NBA's broadcast partners will use the same playoff campaign. TNT still will use its "Forty Days. Forty Nights" playoff effort, but will "use the NBA's spots to broaden the campaign's reach" (SPORTSBUSINESS JOURNAL, 3/16 issue).
PLAYOFF PAYOFF: NBA ratings this season are up double-digits on both ESPN and ABC, and ESPN/ABC Sports Customer Marketing & Sales President Ed Erhardt said the NBA is "performing very well relative to what is a challenging media marketplace." ABC will broadcast this season's NBA Finals, and Erhardt added that "all indications are that the ratings trend will continue into the playoffs." Erhardt: "While the Lakers and the Celtics remain the dream match-up, [what] really helps is you now have six or seven really good teams." Erhardt did not reveal how much ad time remains unsold for the playoffs or the finals, but said the net "continues to see money being written and significant interest in the NBA in April, May and June, and of course the sweet spot for the NBA is that window" (TV WEEK, 3/16 issue).
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