Lil Jon Finally Turns Down for Something in R/GA’s NBA Primetime Ad

By Erik Oster 

Lil Jon walks back claims about not stopping his partying for anything in R/GA New York’s new spot promoting ESPN’s NBA Primetime. In case you don’t remember the year 2013 at all, this is a reference to his popular DJ Snake collaboration “Turn Down for What.”

The Atlanta rapper has always had a sense of humor about his own career and the spot is no exception. “‘Turn Down For What'” was a question. I think I’ve found the answer,” he explains near the beginning of the spot.

The remainder of the ad deals with him attempting to re-write the song as an ode to ESPN NBA Saturday Primetime. “Great lyrics have always come easy to me,” he claims, “But how do you write a song that captures the significance of watching Saturday Primetime?”

The work is not without its charm, though it doesn’t quite move beyond its single punchline. As Mr. Jon himself concludes, “At the end of the day, it’s a love song. Deal with it.”


Til the sweat drips down his balls, indeed.


Brand: ESPN
Vice President, Marketing:Seth Ader
Director, Marketing:Michael Kopech
Manager, Marketing:Patrick Butkus
Associate Manager, Marketing: Christina Amorose
Coordinator, Marketing: Danielle Mills
Talent Director: Chantre Camack

Agency: R/GA NY
Group Executive Creative Director: Paul Dery
Creative Director: Marie Ronn
Creative Director: Erik Tell
Sr. Copywriter: Simon Gibson
Sr. Art Director: Dan White
Managing Director: Michael Stoopack
Account Director: Nicolina Jennings
Strategy Director: Dave Surgan
Strategy Director: Zack Cohn
Executive Producer: Jeff Skutnik
Producer: Lucas Dennison
Executive Production Director: Kat Friis
Sr. Content Producer: Chris Ott
Content Producer: Mac Demyanovich
Sr. Manager, Business Affairs: Joanne Rotella

Production: Hungry Man
Director: Hank Perlman
EP/Managing Partner: Kevin Byrne
Executive Producer: Caleb Dewart
Production Supervisor: Alexandra Palmieri

Post Production: Reveal
Editor: Ray Rothaug

Music: Kevin Wilson