Check out this ad campaign for the NBA:
This isn't one of their spots, I don't think - but the same premise:
You can see more spots here:
http://www.nba.com/amazing/ad_gallery/
Folks, this is what I'm talking about. Making a connection. Being simple. Being different.
And now, without further adieu, the news promo version of NBA spots:
(fast paced sports music/crowd nats)
There is only one place you can get all the scores you need!
NBA Television.
Up to the minute NBA action with expert commentary you can count on.
NBA Television has got you covered...
every score... every foul... every night!
Plus get exclusive replays of the action with "NBA Rewind"... the game's best, most accurate look at each and every play... as it happens.
Who will win the big game? Which player will come out on top?
Don't miss any of the action from YOUR favorite team on NBA Television... your NBA television leader.
2 comments:
Heh... nice.
Something I like about the spots (and the WBZ spots did a bit of the same) is that they don't spell out the whole context of the images. If you know anything about the NBA, you can figure out for yourself what games or moments those photos are from. That really does help make the connection with the viewer by saying "Hey... remember THIS moment? Wasn't that amazing?" And if you don't remember the moment, you want to find out about it. And there's the promise of more moments like that.
It works on so many levels.
However, because it uses specific images we aren't familiar with, it gives it a totally different feel from using the same iconic video footage we've seen a million times, like Michael Jordan hitting the shot against either Cleveland or Utah. How important is it to use familiar or unfamiliar imagery of an event we are very familiar with?
Love the parody of your NBA promo...it's so true. I just finished a promo that was a little light/funny at the top to draw the viewer in (I hope), but I knew I had to transition into news promo speak or it would never air. Here's to being different and the higher ups letting you be different.
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