NBA Pistons Shoot New Campaign in Image Rebound | Adweek
Advertisement

NBA Pistons Shoot New Campaign in Image Rebound

Advertisement

NEW YORK -- The Detroit Pistons, once known as the "Bad Boys" of professional basketball when they were winning back-to-back NBA championships and their roster featured the likes of Isiah Thomas, Bill Laimbeer and Dennis Rodman, are now merely bad following a 2000-01 campaign in which the team went 32-50. In an attempt to rebrand their image, the Pistons will be holding an open casting call for its new team spokesperson, scheduled for Wednesday, Sept. 12. The winner will star in TV, radio and newspaper ads promoting the team's new slogan, "Goin' to work."

Participants are being encouraged to show what they would do to fire up the team and the crowd, such as a special cheer or dance. The winner will be announced Monday, Sept. 24, and then star in a TV commercial to be shot the following week featuring star shooting guard Jerry Stackhouse and new head coach Rick Carlisle.

"This idea represents more than just a different way to roll out a catchy ad campaign," said Tom Wilson, president of Palace Sports and Entertainment, which owns and operates the team and The Palace of Auburn Hills, the Pistons' home arena. "It symbolizes an important shift in our focus. The team is goin' to work on the court, the fans are goin' to work in the stands, and we're all goin' to work for Detroit and the surrounding area."

Budget for the campaign was not revealed. The team spent $885,000 on media in 2000, according to CMR.