• by Fern Siegel , October 25, 2024

NBA’s Minnesota Timberwolves has decided to “Bring the Nice” — its new team campaign.

Created by Zambezi, the integrated campaign revamps the notion of Minnesota Nice from folks and neighborly — think Tim Walz — to bold and athletic.

The work is led by shooting guard Anthony Edwards and celebrates the team’s fan base.

The campaign includes a 60-second spot featuring Edwards, his Timberwolves teammates and Minneapolis-based young athletes, business owners and fans. The ad is augmented by local OOH, digital and social.

“The Timberwolves fan base and this team have unlocked something special in Minnesota,” said Mike Grahl, chief marketing officer at Minnesota Timberwolves and Lynx. “We’re excited to have some fun with a campaign that serves as both an invitation to fans and a warning to opponents.” 

Shot in Minnesota, the spot highlights local culture and the spirit of Midwestern team loyalty, including nationally ranked East Ridge High School basketball player Vienna Murray as she makes a jump shop and superfan Geri Mannie showing off the real Naz Reid tattoo.

“We wanted to honor and include the realest Wolves fans, fans who have been here and are ready to back a championship-aspiring squad,” said Chris Raih, Zambezi founder. “In basketball culture, ‘nice’ has come to mean game, skill, reputation. ‘Bring The Nice,’ means we’re proud to rep Minnesota. But we’re also here to compete. You might get dunked on.”

Zambezi has hubs in Los Angeles and Minneapolis. Clients include TaylorMade golf, Traeger Grills, ESPN and Under Armour.