On 10 December, the NBA promoted its 2021 Christmas Day slate of five nationally televised games through a multi-media campaign running under its ongoing 75th Anniversary Season ‘NBA Lane’ platform led by a hero commercial called ‘Family Dinner On NBA Lane’.
Each of the 10 teams playing on Christmas Day (and broadcast on ESPN and/or ABC) is represented by either a current star, a hoops icon, or through talent and imagery in a 60-second. Spot which brings together basketball legends, mascots and superfans around a holiday-decorated dinner table located at 75th Avenue and NBA Lane.
The spearhead ad was posted across the league’s social channels on 10 december and saw its national broadcast debut a day later on 11 December during the Golden State Warriors v Philadelphia 76ers game on ABC.
As well as the central spot, 30-second cut down versions will air during on television during NBA games, on digital platforms and across social media leading up to the NBA’s Christmas Day games.
The creative not only highlights the festive schedule, but also seeks to drive viewers to stream games via the NBA League Pass and to subscribe to the league’s social channels.
“‘NBA Lane’ was created as a way to honor both the history and future of the NBA,” explained NBA CMO Kate Jhaveri. “We are thrilled to bring together some of the league’s greatest players and legends to celebrate not just the NBA’s 75th Anniversary Season, but also the connection fans have built with our game.”
The ad is narrated by actor Anthony Anderson and features former players such as Dominique Wilkins (Atlanta Hawks), Robert Parish (Boston Celtics), Shawn Marion (Dallas Mavericks), Baron Davis (Golden State Warriors) and Pau Gasol (Los Angeles Lakers), plus other guests including WNBA icon Sue Bird, actor/comedian Billy Crystal, Grammy-nominated rapper (and well-known Hawks fan) Quavo, Mr ORNG (a Phoenix Suns superfan), plus the Milwaukee Bucks mascot Bango the Buck and the Utah Jazz mascot Jazz Bear.
Representing the New York Knicks are Daniel ‘Desus Nice’ Baker and ‘Joel The Kid Mero’ Martinez (from Showtime’s Desus and Mero): Mero is wearing the No 3 jersey of Knicks legend John Starks, while Desus sports a Knicks warm-up jacket and they arrive at the house with Christmas gifts (including a KnicksTape and a bag of food from a New York deli).
The house featured in the spot is full of images representing NBA history such as photographs of icons Wilt Chamberlain, Charles Barkley and Pete Maravich, plus Christmas tree ornaments of LeBron James and Kevin McHale and a life-size cutout of Shaquille O’Neal in a Lakers uniform.
Plus, to link back to the ‘NBA Lane’ 75th anniversary launch creative, a girl in the house unwraps a gift that is a miniature version of the school bus which appeared in the spot.
Like the campaign’s launch ad, the latest festive spot is full of NBA inside jokes and references: such as Wilkins, who was known during his playing days as ‘The Human Highlight Film’ watching current Hawks star Tre Young on television and commenting ‘Now that’s a highlight reel’.
Even the dining table in the ad loaded with food inspired by basketball terms and players:
> T-Mac and Cheese (Tracy McGrady)
> Draymond’s Greens (Draymond Green)
> Chef’s Curry (Stephen Curry)
> Jae Crowder Chowder (Jae Crowder)
> Stephon Cranberry Sauce (Stephon Marbury)
> Top Of The Key Lime Pies (NBA)
> Ginger-Beard Cookies (James Harden)
> A ham in the shape of a Wilson basketball is the centerpiece of the feast
> Cookies are adorned with the NBA 75th Anniversary logo
> The food labels are inspired by basketball Topps NBA cards from the 1970s.
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This campaign dovetails with the league’s ongoing ‘NBA Lane’ 75th anniversary platform created in October by agency Translation.
According to the league, it will continue to market and activate around its 75th Anniversary Season with future initiatives set to include a curated look at every member of the 75th Anniversary Team.
This creative will also incorporate content from NBA TV, including video of current NBA players and NBA legends sharing stories about members of the team.
NBA Christmas Day Schedule:
> Atlanta Hawks at New York Knicks ESPN (Noon ET)
> Boston Celtics at Milwaukee Bucks ABC (2:30 PM ET)
> Golden State Warriors at Phoenix Suns ABC (5 PM ET)
> Brooklyn Nets at Los Angeles Lakers ABC/ESPN (8 PM ET)
> Dallas Mavericks at Utah Jazz ESPN (10:30 PM ET)
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