The NBA goes back in time for its mid-season campaign
Two new ads have Canadian ties and feature basketball stars before they were pros.
The NBA has released a new series of ads that travel back in time to look at younger versions of current stars in the lead-up to All-Star Weekend.
The ads started running this week on TSN, TSN 2, Rogers Sportsnet, The Score and NBA TV Canada. The ‘Encouragement’ campaign builds on the ‘Anticipation’ campaign from the start of the season.
Both of the ads running on Canadian channels have ties to the game here. One of the ads shows two-time MVP Steve Nash as a teenager, practising on a basketball court in his hometown of Victoria, BC. The friend he’s practicing with is telling Nash about all the great things the point guard will accomplish in the future. The ad ends with the NBA’s familiar tagline, ‘Where Amazing Happens.’
The second ad shows Golden State Warriors guard Stephen Curry as young boy shooting hoops with his father, former Raptors player Dell Curry, on the Toronto Raptors court before a game. A young boy, roughly the same age as Stephen in the footage, tells him that one day he’ll be a pro like his dad.
The ads, which will run until the end of March, were created by taking footage players had of their younger selves and then adding another person into the videos and synching them with the old footage.
The creative is from Goodby, Silverstein and Partners in San Francisco, with the help of NBA Entertainment, and the media buy was handled in-house.