BBDO launched a new series of spots for Foot Locker and Under Armour celebrating the NBA Draft, entitled “Life Changes After the Draft.”
A series of four comical spots examine the changes in Emmanuel Mudiay‘s life following being drafter. “Gift” (featured above), for example, contrasts Muddiay’s gift to his mother before the draft, “a bouqet of food,” with his gift after, a house. Other spots show changes in Muddiay’s post-draft life like hiring his brother as his brand manager and head of business development, seeing himself on the cover of a magazine and hearing his name dropped in a rap song while he works out. The ads rolled out digitally on Foot Locker’s YouTube channel, also appearing on NBA.com beginning yesterday, and will make their broadcast debut during the first round of the NBA draft on ESPN tomorrow.
“The NBA Draft represents a once-in-a-lifetime experience, and we’re excited to partner with Under Armour and Emmanuel Mudiay on this campaign,” said Stacy Cunningham, executive vice president of marketing at Foot Locker. “As we did with last year’s campaign, we are bringing some light-hearted fun to the Draft with Emmanuel wittily demonstrating how different life is before and after the Draft.”