RPA launched its new “Together We Will” campaign for the Los Angeles Clippers, centered around the 30-second spot “Pullover.”
“Together We Will” follows RPA’s “Be Relentless” campaign from last year, which the agency launched after being named lead creative agency following a review launched that August. That campaign alluded to the Clippers’ past troubles regarding former owner Donald Sterling‘s infamous racist comments while looking ahead and celebrating the dawn of a new, more competitive era for the team in the wake of its conference semifinal appearance the year prior. This year’s campaign keeps its sight on the future, in the wake of another conference semifinal appearance, celebrating a confident team which is hungry to reach the next level. “Pullover” celebrates team cohesion with a simple visual motif: as one player removes his practice jersey, while uttering lines like “Together we lead” and “Together we grind,” he morphs into the next player on the team. Featured players include Chris Paul, DeAndre Jordan, Blake Griffin, J.J. Redick and Paul Pierce. The spot ends with a series of highlights from last season, before inviting viewers to get tickets at Clippers.com.
“Pullover” made its broadcast debut last week during pre-season play and aired last night during the Clippers’ first home game of the regular season, against the Dallas Mavericks. It will continue to air throughout the season locally in the Los Angeles market, including during prime-time and live sports programming, and will be supported by print and OOH elements.
“Our new ad campaign signifies that we compete, we work and we win together. Together We Will captures our ambitions on the court, as well as our aspirations in the community,” said Matt Paye, vice president of marketing, L.A. Clippers.