The National Basketball Association is launching a new “That’s Game” global brand campaign during the start of the NBA Playoffs Saturday.
The campaign will continue to run through next season, running on the league‘s TV partners, ABC, ESPN and TNT.
The campaign talks about how the NBA has advanced the game, grown its community and impacted culture through the league’s history.
The NBA’s first four spots in the campaign are narrated by SAG Award winner Idris Elba and feature an original music composition by Oscar winner Jon Batiste. Emmanuel Adjei directed.
“‘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,” said 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.”
The campaign is created by marketing agency Translation.
Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.
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