Translation Hypes New NBA Season With ‘This Is Why We Play’

By Erik Oster 

Translation launched a campaign for the upcoming NBA season, which kicks off with the Cavs taking on the Bulls on October 27, its first effort promoting a new NBA season since being named the NBA’s agency of record last December.

The 60-second anthem ad poses the question “Why do we play?” before quickly answering, “We play for jumpers, passers and shooters.” Going on to list a slew of other reasons over footage of professionals past and present, as well as amateur enthusiasts, the spot concludes with a look at the champion Golden State Warriors celebrating and the tagline, “This Is Why We Play.” The effort, unfortunately, comes across as bland and cheesy, not offering much in the way of substance and doing little to attract viewers’ attention. Hopefully Translation can step up its game over the course of the season.

Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
Executive Creative Director: Betsy Decker
Creative Director, Copywriter: Armando Samuels
Creative Director, Art Direction: Matthew McFerrin
Director of Content Production: Miriam Franklin
Account Team: Tim Van Hoof, Justin Costa, Chris Martin
Editorial Company: Rock Paper Scissors
Editor: Frank Snider
Assistant Editors: Rhys Hecox, Alex Liu
Post Executive Producer: Eve Kornblum
Post Producer: Lisa Barnable
VFX Artist: Edward Reina
VFX Assistant: Jazmine Vegenas
After Effects Artists: Harry Tuman, Marc Boutges
VFX Producer: Mike Tockman
Audio Post: Heard City
Mixer: Phil Loeb
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awan
Music Composer: Tone & Poke
Music Producer: Tone & Poke