Italia/Gal Backing L.A. Clippers

Ads Position Games as a Shared Experience
LOS ANGELES–The Los Angeles Clippers have a new campaign cheering them on.
The ads, from Italia/Gal in Los Angeles, focus on basketball as the kind of shared experience that brings people closer together, said account executive Lisa Anderson.
“Basketball is not just a guy’s game,” Anderson said. “It’s quality time spent with people you care about.”
I/G has handled the Clippers account since 1996, but this is the first time the emphasis has been taken off the players. Billings are estimated at over $1 million.
The basketball lockout led I/G to focus on how Clippers games specifically benefit consumers, and it came up with the “time well spent” concept, said Anderson.
Three TV spots use voiceovers of people who have been to a Clippers game. In one, a father and son talk while a camera pans a boy’s bedroom, which is adorned with basketball paraphernalia. The last shot shows the boy asleep in bed, clutching a Clippers ticket. The tagline is, “Clippers. It’s time to play.”
The campaign also includes radio , print and outdoor ads that will run through May. –Charna B. Mamlok