• by Fern Siegel , September 14, 2022

The first global campaign for NBA 2K23, the basketball video-simulation game, just debuted.

The creative, by adam&eveNYC, is the first work for the NBA 2K brand since the agency won the account earlier this year. It is centered around the number 23, Michael Jordan’s legendary number. “Answer the Call” celebrates the greatness in all players.

The game offers Jordan Challenges, which allow each user to replay some of Jordan’s most iconic career moments.

The 60-second hero launch spot features Phoenix Suns star Devin Booker and American rapper Jack Harlow, who also narrates.

The sot is set to the soundtrack “Hypnotize” by The Notorious B.I.G and directed by Bradford Young at Serial Pictures.  

The campaign will run across key markets in the U.S., EMEA and Asia. More spots and social content will appear in the next six months. Various NBA stars, such as Bulls All-Star Zach LaVine and Chet Holmgren, will appear in upcoming ads.

The media will be handled by PHD Media.  

Dave Brown and Daniel Bonder, ECDs at adam&eveNYC, said: “Modern-day greatness is more than trophies and rings. It’s the shoe deals, the hip-hop song shout-outs and the building-size murals. With this campaign, we wanted to give every gamer a taste of the greatness that can be achieved through NBA2K23.”

The agency’s creative roster also includes Blue Moon beer, Samsung, Sierra and Jim Beam.