Turning Up the Heat

The latest television spots for the Miami Heat broke last week with a new tagline, “Basketball. It’s what we do.”

Two 30-second commercials from the Southern Brand Collective in Miami tout the NBA team’s season- ticket packages as well as its new and veteran players.

Christian Ro-mero, SBC founder and creative director, said the shop’s fourth campaign for the Heat takes a different tack this year.

Instead of using game footage, Romero and copywriter Dylan Barmmer set up situations in Miami neighborhoods to introduce rookies Caron Butler and Rasual Butler (not related). The ads showcase their strengths as shooters.

In “Mini Mart,” a grocery clerk and two customers watch items like a head of cabbage and a loaf of bread land inside an unattended basket. The camera pulls back to reveal the rookies shooting free throws from across the store.

Romero said he devised the commercials around players’ strengths. “But we also wanted to ingratiate them with the fans,” he said.

Heat shooting-guard Eddie Jones and forward Brian Grant are heroes in “Stop Thief,” a spot that has the two foiling a purse snatcher. “Eddie is known for his ball handling and ability to steal the ball on the court,” said Romero. “Brian is a big body that takes charge during rebounds.”

Each ad ends with the tagline, which was adapted from head coach Pat Riley’s recent remarks about his possible retirement.

The campaign breaks this month and will air throughout South Florida on network and cable channels. The media budget is $2 million.