Marketing Rumors

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To tip off the NBA’s “This Is Why We Play” campaign, Kyrie Irving and the Cavaliers are featured in a brand new spot titled, “29,” which addresses that question. The 30-second video, complete with highlights and chilling music, takes viewers inside the mind of Irving as he prepares to start again and face 29 hungry teams, eager to claim the league’s throne. “Winning was a challenge,” Irving narrates during the 30-second spot. “But repeating will be too because there are 29 teams in our way again and they’ve all come back stronger.”
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Russell Westbrook is leaving the past behind. At least on TV. The Thunder guard is featured in a new NBA ad, released online Thursday morning. Titled “Zeroes,” the spot is part of the NBA’s “This Is Why We Play” global campaign. “You can’t live in the past,” Westbrook says at the opening of the ad. “The wins and the losses, the joy, the drama, the what-ifs and should-haves – all that means zero now.”
Steve Stoute may have come from the music industry, but he understands a core tenet of advertising: It’s all about relationships. So, while Stoute’s Translation agency beat R/GA and Goodby, Silverstein & Partners straight up to win a pitch for the NBA’s creative account, his ties to the league’s new marketing chief, Pam El, got him into the contest in the first place. Both worked together when Els led marketing at State Farm, a Translation client.