The NBA’s commercial for the start of the season: “The Tip-Off”
The creative agency Translation was in charge of the advertising campaign
The NBA commercial marks the start of the regular season with a spectacular creative campaign.
The new NBA season is here and with it come exciting games and unexpected outcomes. And no one like the National Basketball Association to sell its product with a spectacular campaign.
The NBA commercial is a 69-second cinematic production where we see how the typical tip-off at the start of the game becomes a community event among players, fans and personalities from the world of basketball.
“Tip-Off” is the title of the NBA commercial made by the Translation agency and directed by Mike Warzin. It was shot at the Bellagio in Las Vegas during a training camp for the national team last summer.
In the piece we see the initial jump shot between Kawhi Leonard of the Los Angeles Clippers and Anthony Edwards of the Minnesota Timberwolves. Suddenly, the legendary song “Jump” by Van Halen starts playing and we see how numerous players try to replace the jumpers. Among the suitors we see Bam Adebayo of the Heats, Jayson Tatum of the Celtics, Victor Wembanyama of the Spurs or Luka Doncic of the Mavericks.
According to Tammy Henault, NBA chief marketing officer: “We have our segmentation strategy, where we look to align with various cultural nodes. And there are certain audience segments that we really focus on: one is the gaming audience, one is the gambling audience, there’s an audience focused on fashion and sneakers, and there’s another audience that’s performed really well for us, called the pop culturalist.”
Behind the scenes
Watch | YouTube
