As the 2021 NBA season moved into the Playoffs stage the league rolled out a global campaign called ‘That’s Game’ which aired in more than 200 countries (and 15 languages with local market celebrity narration) and which showcases the NBA’s impact on communities, on cultures and the game itself.
‘That’s Game’, which follows behind the recently announced NBA Kareem Abdul-Jabbar Social Justice Champion award, explores and highlights social justice movements across the league and team platforms from investing in Black communities, to advocating for policy changes championed by the National Basketball Social Justice Coalition.
Created by agency Translation, directed by Emmanuel Adjejo (best known for music videos from Beyoncé and Madonna) and with a score by Academy Award winner Jon Batiste, the work is voiced by actor Idris Elba Voices.
‘That’s Game’ offers an NBA highlight reel featuring not only spectacular scoring drives, blocked shots and buzzer-beating three-pointers, but also how the league informs and inspires music, fashion and all aspects of popular culture, while off the court its properties and stars fight for social justice and assist underserved communities.
“This is the game of basketball: poetry in motion, science fighting art, legend burned into imagination,” said Elba in the minute-long anthem launch spot. “This game takes everything you give and gives back even more. These are the lines and colors of history … the fight of a lifetime, and a family that chooses you. This is more than basketball. It’s what connects us all and keeps us coming back for more. That’s the NBA. #ThatsGame
Launched on TV and online on 22 May as the Playoffs tipped off (with a doubleheader between the Miami Heat and Milwaukee Bucks and the LA Clippers and Dallas Mavericks), ‘That’s Game’ will evolve through to the Finals and also pave the way to the league’s upcoming 75th anniversary season.
The NBA today unveiled “That’s Game,” its new global brand campaign, which will tip off at the start of the 2021 NBA Playoffs and continue through the league’s upcoming 75th anniversary season: https://t.co/hNlWBJ4vH8
Check out the first spot, narrated by @idriselba pic.twitter.com/3dTvwY49y5
— NBA Communications (@NBAPR) May 21, 2021
“‘That’s Game’ demonstrates more than just the culmination of play – it’s about the moments that have kept fans connected to the game throughout history and will continue to engage them long into the future,” explained NBA Chief marketing Officer Kate Jhaveri. “We are excited to celebrate the incredible plays that leave us in awe and the impactful community work from players and teams, and we look forward to continuing this storytelling into the 75th anniversary season.”
Translation Executive Creative Director Jason Campbell added that the agency team strove to “help tell the story of this game’s impact in culture and around the world. Every hand that contributed to this work understood that truth, and we are excited to continue unpacking its meaning”.
Comment:
This is more than the usual season climax hype video focused on building-up buzz, Elba’s earnest and smooth delivery carries copy messages about basketball’s ever-expanding appeal.
There are, of course, also plenty of stunning, bold moves from LeBron James, Stephen Curry, Giannis Antetokounmpo, Vince Carter and Jaylen Brown, and these blend with advocating for disenfranchised youth and combatting inequality.
The ‘That’s Game’ title and tagline seems to throw down the gauntlet to other sports – positioning the NBA as the league that matters most to all aspects of US competition and culture.
ESPN offered a markedly different approach to marketing around the NBA Playoffs by taking viewers inside players’ heads as they shut out the world to focus only on winning the title.
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