Finally an ad done for the NBA that had a creative concept behind it and not just a video of guys making last second shots or ridiculous dunks. Goodby,Silverstein & Partners is the NBA's agency of record and with this ad may be able to build more of a younger fan base for the NBA.
These three ad's feature NBA superstars Steve Nash, Amare Stoudemire and Kevin Durant as teenagers, shooting hoops in a what looks like a high school gym. It's like something from a Back to the Future movie where a fan is trying to have a conversation with the young kid telling him how in a few years he will be a superstar in the NBA. You can see the teenage innocence in the players face, they have the desire to be the best but I am sure none of them could ever imagine to what heights this game would take them.
Creatively, these ads are so simple, yet they show the emotion that is the NBA and allow the fans to see these now NBA superstars as young kids. The writing for these ads are what make them so special. We as the audience are able to understand the hard work and amazing talent of these superstars. For most of us, we have no understanding of what it is like to be Steve Nash or Kevin Durant, but these short thirty second clips give us a glimpse into what they were like as teenagers before they gained wealth and fame. For what it is worth, I feel now that I know Steve Nash on a more personal level and although that seems trivial, sometimes that is all it takes to get me to watch the NBA.
As far as sports ads go, these have to be some of the best I have seen. I am not a huge fan of the NBA and know a lot of people that feel the same way but with these new spots I can see young kids who idol these players becoming even more interested in the NBA.
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