Turning Up the Heat

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The latest television spots for the Miami Heat broke last week with a new tagline, “Basketball. It’s what we do.”

Two 30-second commercials from the Southern Brand Collective in Miami tout the NBA team’s season- ticket packages as well as its new and veteran players.

Christian Ro-mero, SBC founder and creative director, said the shop’s fourth campaign for the Heat takes a different tack this year.

Instead of using game footage, Romero and copywriter Dylan Barmmer set up situations in Miami neighborhoods to introduce rookies Caron Butler and Rasual Butler (not related).

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