Mother Collaborates with the NBA for Playoff Push

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Jason Kidd plans a romantic evening.
Mother New York has bowed its first campaign since the agency launched last year -- a collaboration with NBA Entertainment promoting the NBA playoffs and finals. Dubbed "Destination Finals," the effort kicked off on April 17 with a series of spots centered around the coveted Larry O'Brien trophy. While all NBA players would certainly love to take the championship trophy home, this campaign shows NBA stars who are literally in love with it. We see Vlade Divac writing love letters to it, Gary Payton mooning outside its window, and Tim Duncan trying to come to grips with the fact that the trophy has been with others before. In other spots Ben Wallace, Jason Kidd, Dirk Nowitzki and Jermaine O'Neal are all seen romancing the prize.

"We worked very closely with NBA Entertainment," reports Mother founding partner Rob DeFlorio, who adds that more elements of the campaign -- which was produced in-house by the NBA -- will be introduced before the finals begin on June 6. "It's a true partnership. There's really no line of demarcation between where we end and the client begins."

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