• by Gavin O'Malley  @mp_gavin, November 1, 2005

To promote the coming NBA season, the TNT cable network today plans to launch several online creative spots featuring comedian Ali G. A tropical-fruit-yellow-tracksuit-wearing British hip-hop TV host who is often as puzzled by his guests as they are by him, Ali G is actually the creation of actor/comedian Sacha Baron Cohen. His Ali G character has earned a dedicated U.S. following since "Da Ali G Show" debuted on HBO in 2003.

In the ads, directed by SpikeDDB, Ali G asks Steve Nash, the NBA's 2005 MVP, what it was like being the "MP3." When the Canadian Nash corrects Ali, he replies in his exaggerated cockney: "No disrespect, but you is Canadian, so you don't even speak English... so shut up!" In another one-on-one, Ali quizzes Kobe Bryant: "How many springs does an official ball have in it?" Bryant, puzzled, tells him basketballs don't need springs because they have air, to which Ali retorts: "Well, there air in this room. How com' this room ain't bouncin'?"

Not every sports fan's cup of tea, for sure, but Jeff Gregor, TNT's senior vice president of sports marketing and programming, said there's no doubt the young, media-savvy males he is going after will love it. "They absolutely love Ali," Gregor said. "And Ali is helping us emphasize the totally non-serious side of the NBA."

Klipmart is delivering the online video campaign for TNT through Nov. 10 on Yahoo!'s network of sites and CBS SportsLine, among others. The ads will also run on the TNT cable channel.

Part of Klipmart's strategy was to reach as many young males as possible within what can be a choosy demographic, said Chris Wilson, marketing director for Klipmart. "Seeing Ali G in the unit will engage many viewers who are fans of his form of comedy," he said. "Others will be attracted by seeing popular NBA players in an unusual interview experience."

TNT is preparing another series of spots with Ali G for January to promote the NBA's All Star Game, Gregor said.