The Marketing Arm launched a new spot promoting the NBA’s Chinese New Year celebration.
Featuring Houston Rockets shooting guard James Harden, Brooklyn Nets point guard Jeremy Lin, Golden State Warriors point guard Stephen Curry, and New Orleans Pelicans power forward/center Anthony Davis. The 30-second spot, “New Year Secret Envelope,” is a nod to the NBA’s global fandom, while promoting the NBA’s Chinese New Year celebration.
When a man hands his grandson a “special NBA envelope,” miniature paper versions of the aforementioned NBA stars engage in a pickup game, concluding with a winning shot into a paper lantern.
The spot is a nice nod to the NBA’s international audience and utilizes an interesting visual effect, though there’s something a bit awkward the transitions into and out of the miniature paper NBA matchup.
The campaign will run from from January 12th through February 12th across NBA platforms, including NBA.com/China, as well as across the NBA’s social media channels.
Credits:
CEO: Lewis Henderson
President: Tom Meyer
EVP, Managing Director: Brad Groves
VP, Group Creative Director: Harris Wilkinson
Agency Producer: John Suits
Art Director: Matt Keltz
Copywriter: Brian Keltz