Back To Basketball

The National Basketball Association has long enjoyed devoted fans that love its game.
Now, the league faces an audience that is resentful of the player lockout that wiped out a good portion of its 1998-99 season.
Two new 30-second spots for the NBA will use a soft sell to remind fans why they love the sport, according to sources. New work relies on a soft ballad as background music gentle, slow-dissolving images and sepia-tinted footage.
Rick Welts, chief marketing officer of the New York-based league, said no final decisions have been made, but confirmed the “ads won’t look like NBA spots have looked in the past.”
Instead, the national effort will focus on the beauty of basketball and getting back on the court, he said. “That’s what we want to convey.”
Welts said the ads are being developed by NBA Entertainment in conjunction with Andy Berlin of Berlin Cameron & Partners, creative consultant to the league. Click 3X, a New York-based design and production house, is handling post-production. –Sloane Lucas