This summer while Damian Lillard was in Las Vegas for the Team USA Minicamp, he and other players at the camp, including Kyrie Irving, Paul George, Kenneth Faried and John Wall, took part in a commercial shoot for the NBA’s “BIG IS ON!” campaign, the result of which you can see above. Some details about the campaign, via Advertising Age …
Created by the NBA’s longtime creative shop Goodby, Silverstein & Partners, San Francisco, the spot will start airing on ESPN, TNT, NBA TV and regional sports networks Monday night as well as social media channels such as NBA.com, YouTube, Facebook and Twitter.
The first spot taps into fan “anticipation around the league,” said Mr. Gallo. “We’re coming off one of the most-viewed seasons in our history. We have tremendous momentum. … There’s been a lot of thirst for the NBA over the summer. So we’re trying to capture that anticipation.”
But why doesn’t the NBA show superstars such as LeBron James, Kobe Byant of the Los Angeles Lakers or defending scoring champion Carmelo Anthony of the New York Knicks in its first TV spot of the new season?
Mr. Gallo said the league wanted to highlight up-and-coming stars. Don’t be surprised to see LeBron & Co. appearing in other brand spots this season, he said.
I think the NBA is wise to use a diverse group of young players in new commercials. Part of the reason the league suffered such a lull after the Magic/Bird years and post-Jordan is because so much of the league perception was tied up in those players. But if the NBA makes sure to feature up-and-coming players, like Lillard, there won’t be the same drop-off when guys like Kobe Bryant and Lebron James eventually hang’em up.
I was on site with Lillard at Thomas & Mack Arena on the campus of UNLV for the shoot and took some behind-the-scenes video, along with a whole bunch of photos, some of which you can view below.