As the NBA conference finals wind down and the 2010 championship finals take shape, the league has rolled out the last piece of its “Amazing Is…” postseason campaign which was pulled together with the help of DJ Steve Porter and the NBA’s ad agency Goodby, Silverstein & Partners.
As in previous spots, Porter took audio clips from star players at key moments in NBA history and created mashups under different themes for different stages of the playoffs — “Belief” for the first round, “Unity” for the conference semifinals, “the Journey” for the conference finals, and “the Dream” for the finals.
“The goal that we had was to bring forth our players passion and personalities into our spots,” said Danny Meiseles, NBA Entertainment’s svp and executive producer of production, programming and broadcasting. “We agreed that this was a great expression of our game through our players — cutting up sound bites to create a specific theme of a spot.”
Meiseles said Porter was brought on by Goodby for the campaign and pointed to his mashup work on the Web as one of the reasons he was chosen. The league has also made Porter’s mashups available as ringtones with the help of mobile entertainment company Zed, for $2.99 each.
The “Amazing Is…” campaign is part of the three-year “Where Amazing Happens” re-branding campaign that Goodby spearheaded when it teamed with the NBA, and it has included a push in television, radio, print, digital, and in-arena.