Kevin Garnett Finally Gets a Break From Retirement, Thanks to NBA 2k18

Pity former NBA superstar Kevin Garnett. After 21 seasons in the league, and more than $320 million in career earnings (not including endorsements), he just can’t relax and enjoy his retirement. That’s the setup in this silly spot for NBA 2K18. It shows the former MVP moping around in his trademark precariously poised hoodie, followed by a children’s choir and actor/Fox Sports personality Michael Rapaport, who all sing a tweaked version of “Pachelbel's Canon” with lots of KG in-jokes: “Sad man, so tall. Hoodie won’t fall. Longs to talk trash—pregame head smash.” That last bit refers to Garnett’s elaborate head-banging warmup ritual. As for trash talk, well, KG ranked among the boldest badmouths before hanging it up in 2016. These days, he’s been reduced to needlepointing lines like, “Cry to yo mamma cause I ain’t listening,” if this spot can be believed. Can anything lift the big guy from his funk? Hey, how about playing some NBA 2K with MyTEAM mode featuring Garnett and other hoop icons? [kickout id="1"] Yeah, nothing beats the blues like manipulating an animated version of your younger self around a basketball court. Still … what’s with that freaky hood? Does he glue it in place? Mercy! Breaking today, the digital film marks Butler, Shine, Stern & Partners’ first work for NBA 2K since the agency succeeded CP+B on the business last November. Past efforts for the brand were varied and innovative, ranging from a fun Fitbit tie-in that earned an Adweek Project Isaac Award, to a grand tour of a city neighborhood populated by NBA players. Here, BSSP works from a zanier playbook to entice current NBA 2K players and hardcore NBA devotees. “We were concepting about retired players who needed a way back into the game,” Sinan Dagli, associate creative director at BSSP, tells Adweek. “Naturally, playing NBA 2K is the next best thing." As for teaming Garnett with Rapaport, the latter “is a huge basketball fan and a big trash talker—effectively, the fan version of KG,” Dagli says. “That felt like a natural connection. We also thought it would be hysterical to have him sing in a children’s choir.” Well, maybe not “hysterical,” exactly, but it’s amusing, and the whole spot is compelling, with veteran commercial director Tom Scharpling taking the comedic concept hard to the rim. There’s a bit much to digest in a single view, but cool details abound. For example, long-time Garnett followers might notice a framed photo of “Jiggle Boy,” that fabled KG super-fan of yore. Wiggle on, full-figured friend, you’ve got 10 seconds of fame back on the clock! CREDITS: Agency: BSSP Tom Coates – Executive Creative Director Sinan Dagli – Associate Creative Director Patrick French – Copywriter Cameron Murray – Copywriter Alex Anderson – Senior Art Director Alex Eley – Account Director Mal Gretz – Account Supervisor Fearghal O’Dea – Senior Integrated Producer Halsey Stowe – Associate Strategy Director 2K Jason Argent – SVP, Basketball Operations Alfie Brody – VP, Sports Marketing Billy Inglis – Sr Brand Manager Andrew Blumberg – Sr. Brand Manager Ronnie Singh – Director, Digital Marketing Arts & Sciences Tom Scharpling - Director Mal Ward - Managing Director Marc Marrie - Executive Producer Christa Skotland - Head of Production Kristin Porter - Line Producer Cut and Run Deanne Mehling - Executive Producer Pete Koob - Editor Choir Nothing But Treble Yessian Music Group Andy Grush - Creative Director James Carey Haun - Music Arrangement David Gold - Executive Producer Katie Overcash - Sr. Producer Michael Yessian - Head of Production Brian Yessian - CCO Company 3 Dave Hussey - Colorist Handsome Sound Chris Forrest - Sound Engineer

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Kevin Garnett Finally Gets a Break From Retirement, Thanks to NBA 2k18

Agency BSSP takes its first shot for the game franchise

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David Gianatasio