Amusement Park, Steph Curry ‘Listen in Color’ for JBL

By Erik Oster Comment

Creative content agency Amusement Park launched a new spot for JBL feauturing NBA superstar Stephen Curry entitled “Listen in Color.”

The spot features Curry showing up at a pickup game, filmed in black-and-white, nonchalantly placing JBL speakers in the stands before making his way on to the court. When he touches the ball he slowly turns to color, then passing to another player who also transforms into full color, and soon the entire scene has undergone the transformation. It’s a visual metaphor of sorts for how Curry’s game, and JBL’s Pulse 2 Bluetooth speaker transform their surroundings. For better or worse, Amusement Park does little to establish the connection, instead letting the basketball and soundtrack — “Bigger Than Us,” by basketball player-turned-rapper Damian Lillard, which was developed specifically for the ad — do the talking. A 90-second version of the spot aired on Christmas Day, during the ABC broadcast of the Golden State Warriors vs. Cleveland Cavaliers and later on during the Clippers vs. Lakers game. The effort also included December 23 and 25 digital takeovers of NBA.com, driving traffic to www.JBL.com/Pulse and the song “Bigger Than Us” is now available for purchase on iTunes. 

JBL originally signed Curry to a deal last May, before he went on to lead the Golden State Warriors to an NBA Championship and a 24-0 start to the 2015-2016 season. 

“We were fortunate to partner with Stephen before he began one of the most epic streaks in NBA history,” said Ralph Santana, Global CMO of JBL parent company Harman. “We knew early on that he was special and this film represents that visually. The parallels between the Pulse 2’s innovative features and Stephen’s dynamic basketball abilities tell a story of transcendent experience – in both sound and sport. When you add in a custom song from Damian, you can see how this project has taken on a life of its own.”

Santan hinted at a follow-up in the works, adding, “We’re also working with JBL and Dame to bring even more color to the story – so stay tuned.”

Credits:
Chief Creative Officer: Jimmy Smith I
Head of Creative & Development: Poetri & Deirdre Smith
Writers: Poetri & Jimmy Smith I
Executive Producers: Deirdre Smith & Mike Flowers
Account Director: Greg Johnson
Basketball Coordinators: Jimmy II & Jarrel Smith
Executive Business Affairs: Bobby Ware
Business Affairs: Christina Kolbenschlag
Editor: Aron Paul Orton

Production Company: Pytka Productions
Director: Joe Pytka
Post Production: Stefan Sonnenfeld at Company 3
Post Production: FuseFX

Sound Design: Walter Werzowa at Musikvergnuegen
Sound Mix: Claudio Cueni
Music & Song Title: Bigger Than Us
Rap Writer & Performer: Dame D.O.L.L.A.
Chorus Writer & Performer: Paul Rey
Producer: John Alexis
Mixer: John Alexis
Company: 2020 Records/QD3 Soundlab
Record Label: Amusement Park Music
Music & Song Title: Just Believe In Love
Producer: Bootsy Collins
Writer: Bootsy Collins & Nick Baker
Band: (Thera-P)
Horns: JB Allen & Steve Gulasy
Guitar: Sheldon
Piano: Sheldon
Bass: Sheldon & Bootsy
Drums: Tobe
Claps & Party Favors: (Thera-P)
Mixer: Tobotious
Record Label: Amusement Park Music

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