HBO Brings the NBA to Super Bowl 56 With LA Lakers TV Series Spot

The network unveiled the full trailer for ahead of Sunday's ad

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It’s official: the Los Angeles Lakers are in the Super Bowl.

HBO partnered with creative agency Motive for a 30-second Super Bowl ad touting Winning Time: The Rise of the Lakers Dynasty, its upcoming series about the 1980s Lakers.

HBO released the full trailer for the series, premiering March 6, on Friday. The Super Bowl spot is a teaser designed to lead viewers to the full-length trailer.

In 2018, HBO took out its first Super Bowl ad in 20 years when it ran a spot for Season 2 of Westworld. The network appeared again in 2019 when it partnered with Bud Light for spot that helped promote Game of Thrones’ final season.

Game of Thrones and Westworld have been two of HBO’s biggest shows in the past decade, so it goes to show just the kind of weight the premium cable network is putting behind Winning Time.

The series is based on Jeff Pearlman’s book Showtime: Magic, Kareem, Riley and the Los Angeles Lakers Dynasty of the 1980s.

HBO will also have paid media launches in tandem with a focus on Twitter, Facebook, Instagram and search in order to leverage Super Bowl-specific targeting. Ahead of the premiere, HBO is launching an activation to restore a local basketball court in Inglewood, CA on March 3 in partnership with Project Blackboard.

For all the latest Super Bowl advertising news—who’s in, who’s out, teasers, full ads and more—check out Adweek’s Super Bowl 2022 Ad Tracker and the rest of our stories about the Big Game. And join us on the evening of Feb. 13 for the best in-game coverage of the commercials anywhere.