NBA Matches Pop Song to Playoff Promotion

NEW YORK Christina Aguilera touts the National Basketball Association playoffs with a 90-second music video-like commercial featuring her new single, “Fighter.”

The ad, which debuts April 6 during ABC’s broadcast of the Washington Wizards and Boston Celtics game, features Christina performing the song at the Los Angeles Staples Center. Shots of her singing in the locker room and arena are intermixed with those of basketball players including Michael Jordan and Kobe Bryant in action. After the playoffs begin, the ad will be updated with highlights from the most recent games.

The song “Fighter” was chosen because it was a good match with the competitive spirit of the playoffs, according to Scott Weinstock, vp, senior creative director at the New York-based NBA, which created the ad in-house.

“It was one of those things where you hear it and you go, ‘Bang! That’s it,'” Weinstock said.

In the spot, Aguilera wears a necklace with the NBA logo. She and her designer created the pop star’s jeans, which also sport the league’s logo. The “Love it live” tagline is a holdover from last season.

Sixty- and 30-second versions will run during NBA games and programming on ABC, TNT, ESPN, ESPN2, ESPN Classic, Fox Sports Net and NBA TV. The NBA’s playoffs begin on April 19.