In early September, the Los Angeles Clippers named Santa-Monica based RPA as its lead creative agency following a review launched in August. Now, at the start of the NBA season RPA has debuted a new campaign for the team entitled “Be Relentless.”
“Be Relentless” alludes to the off-the-court troubles faced by the Clippers in the form of Donald Sterling’s racist comments which led to the sale of the team to former Microsoft CEO Steve Ballmer. RPA’s new campaign casts the new season in a positive light, as the beginning of a new era for the team, which reached the conference semifinals last year. The campaign centers around a broadcast spot, created in collaboration with Panay Films and released in both 30 and 60-second versions, also called “Be Relentless.” Filmed in majestic black and white, the ad begins by asking, “You think you know who we are?” before announcing, “This is a new game, a new era.” The spot goes on, “We have walked through fire and come out on the other side,” alluding quite obviously to the Sterling controversy while putting a positive spin on the new season as a new beginning for the team.
The 60-second version of the ad debuted nationally last night, during both opening night double headers and will air nationally again during the Clippers’ home opener against the Oklahoma City Thunder tomorrow night. Both 30 and 60-second versions of the spot will also air locally in the Los Angeles market during prime-time shows, live sports programming, as well as in Los Angeles and Orange County movie theaters. The campaign is supported by print elements in the LA Times and ESPN Magazine and out-of-home media in the L.A. skyline and along major freeways.
“Our goal is to make the Clippers the most loved sports entertainment brand—period,” said RPA SVP and Group Account Director Kirt Danner.