State Farm during the '14 NBA playoffs will air a new 60-second commercial, titled "Future of the Assist." The spot finds Clippers G Chris Paul and his fictional brother, Cliff Paul, intent on passing down the ways of the assist to Lil Chris and Lil Cliff. The spot ends with a cameo from Warriors G Stephen Curry. The spot will be accompanied by updated digital banners, Clippers in-stadium activations and integration with several platforms and partners, including NBA.com. Creative agency Translation is behind the "Born to Assist" campaign (
State Farm). SPORTSBUSINESS JOURNAL's John Lombardo reports the new State Farm ad is just one of the new creatives being rolled out for the postseason. Sprint is "launching a 30-second spot"
featuring Thunder F Kevin Durant to "promote the company’s new 'Framily Plan.'" The spot is the brand’s "third ad featuring Durant." Meanwhile, Foot Locker is "running a new 30-second ad labeled
'No Rings'" featuring Trail Blazers G Damian Lillard. Bud Light is "using the postseason to further activate around its 'Up For Whatever' promotion, debuting a video of two fans who were given an ultimate NBA weekend." The video will show the fans playing video games against Alonzo Mourning, "receiving a special delivery" from Karl Malone and "playing a game of H.O.R.S.E against" Clyde Drexler (
SPORTSBUSINESS JOURNAL, 4/21 issue).
