Ad of the Day: NBA Stars Deliver Off the Court for League's Tickets Site

NBA players are like fish out of water in Goodby, Silverstein & Partners' latest ad for the league. "Delivery Season," which breaks Tuesday night during broadcasts of the first games of the 2013-14 season, features Rudy Gay of the Toronto Raptors, DeAndre Jordan of the Los Angeles Clippers and Amar'e Stoudemire of the New York Knicks. But rather than on the court—or even in a locker room—we see them separately in an apartment-building lobby, on a sidewalk and behind the wheel of a mail truck as they overcome obstacles to deliver tickets to fans. Along the way, they're foiled by a broken elevator, pouring rain and a honking motorist. They take it all in stride, though, and ultimately deliver the goods. The ad is the first of two in a campaign that touts the NBA's online source for game tickets, NBATickets.com. Director Christopher Riggert of Biscuit Filmworks (who previously directed Goodby's "Forever Kobe" spot for the NBA) shot this initial execution in Los Angeles, using the Paramount Studios lot for cityscapes and indoor settings and the Warner Bros. ranch for suburban scenes, according to GSP creative director Adam Reeves. On the set, the players improvised a bit, with Stoudemire in particular surprising Reeves with his ability to act. Mostly, though, Reeves wanted them to just be themselves, right down to the team uniforms they wear throughout the action. After all, the humor is mostly in the odd juxtaposition of star athletes and mundane settings—not necessarily in what they say or do. Finally, from a business perspective, the athletes-as-deliverymen idea works as well. As NBA evp of marketing Jamie Gallo put it, the tickets site "allows fans to get tickets directly from the source. So, we created a spot where players literally deliver tickets door-to-door to drive home that point." CREDITS Client: NBA Spot: "Delivery Service" Agency: Goodby, Silverstein & Partners Creative Department Co-Chairmen: Jeff Goodby, Rich Silverstein Creative Directors: Adam Reeves, Nick Klinkert Art Director: Nick Luckett Copywriters: Andrew Burton, Pete Harvey Production Department Executive Broadcast Producer: Tod Puckett Broadcast Producer: Timothy Plain Account Services Department Account Directors: Jason Bedecarre, Janice McManemy Account Manager: Heather Morba Brand and Communication Strategy Director of Brand Strategy: Brendan Robertson Business Affairs Senior Business Affairs Manager: Julie Petruzzo Business Affairs Manager: Nihad Peavler Outside Vendors Production Company: Biscuit Filmworks Director: Christopher Riggert Director of Photography: Carl Nilsson Managing Director: Shawn Lacy Executive Producer: Holly Vega Producer: Scott Kaplan Editing House: Rock Paper Scissors Editor: Stewart Reeves Assistant Editor: Dustin LaForce Producer: Alexandra Zickerick Executive Producer: Carol Lynn Weaver Postproduction Finishing: Framestore Executive Producer: Kati Haberstock Graphics: E Level Sound Design, Mix: One Union Sound Designer, Mixer: Joaby Deal

Brand Marketing

Ad of the Day: NBA Stars Deliver Off the Court for League's Tickets Site

GSP takes it outside

Andrew McMains

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Andrew McMains