Translation is refreshing the “This Is Why We Play” campaign for the National Basketball Association with two new ads that showcase fans alongside players.
The “Dunks or
Threes” spot features hip-hop artist Travis Scott, social media influencer Famous Los, and NBA legend Julius “Dr J” Erving saying whether
dunks or threes are a bigger game changer.
The “Celebrate” ad uses a split screen to show the variety of ways NBA players celebrate juxtaposed with fans, including social media influencer Filayyyy, mirroring the same reactions.
The spots will launch on YouTube today and run on ESPN, TNT, NBATV, regional sports networks and across NBA digital platforms.
This campaign follows the NBA's “Hopes” tip-off spot, which launched a global campaign in September by spotlighting an array of fans sharing their hopes for this season.