• by Tanya Gazdik , April 10, 2017

NBA superstar Stephen Curry reveals the personal struggle of dealing with skepticism he needs to "Overcome" by training his mind in the same way he trains his body.  

This new spot, from Translation, is launching as part of the new "Train the Mind" campaign from the NBA and Kaiser Permanente. The spot broke April 8 during the Golden State Warriors game against the New Orleans Pelicans. Future content will also feature L.A. Clippers star Chris Paul.

Creative focuses on the most intense, anxiety-filled part of the basketball season — the playoffs. During this time, players are submitted to a greater amount of scrutiny and stress, while still being expected to perform to their best ability.

In the first new spot, “Overcome,” Curry is shown thinking about all of the criticisms thrown his way — he’s not one of the greats, he’s overrated, he’s struggling — then he plunges into the sensory deprivation pod he uses to meditate and relax. Soon those negative thoughts drift away and turn to three words: calm, strong, focused. Curry trains his mind to overcome expectations and pressures during the postseason and states that if you “train the mind, the body will follow.”

Society has defined health in physical terms (eat well, work out, and visit the doctor) but often improving mental wellness hasn't been part of the conversation, according to the company. The new campaign highlights Kaiser Permanente’s work to bring mental wellness to the forefront, as well as show Stephen Curry’s tactics for practicing resiliency in the face of stress.

While past Kaiser Permanente spots used humor or a lighthearted tone, these spots feature a more dramatic and creative feel. The campaign is not only designed to address mental wellness in a frank manner, but also to spark a conversation with the public about its importance, according to the company.

The campaign also features intimate interviews with Curry and fellow NBA star Paul, where they discuss various topics around training the mind and mental wellness. Viewers are encouraged to join the conversation using #TrainTheMind to share personal stories of dealing with pressure and expectations.

Kaiser Permanente will feature this interview content and longer interviews with the players on KP Thrive social channels, and the videos will be found on YouTube.

This ad is also running outside the regions where Kaiser Permanente is offered, such as New York, reinforcing the purpose of the ad: not to promote the organizations, but to promote the message of mental wellness and self-care nationwide, according to the company.