The insight
Raih said a key to the campaign—and what he considers a trait of successful sports campaigns today—is the way it makes fans a part of the story. The NBA’s season-opening creative employed a similar tactic.
The Timberwolves campaign asks fans to “bring all that local pride and neurosis and all the medals and scars that we have as a fan base, and bring it into the Target Center. Bring it to the way you root and cheer and post,” Raih said
The campaign is also mindful of how fans are watching and talking about basketball today, with much of it in highlight packages digested online, added Raih. “It’s recognition that there's no wrong way cheer for the Timberwolves.”
Grahl said that Timberwolves fans deserved a role in the team’s story—not just for passionately supporting the team but for making Target Center a difficult place for visiting teams to play. The film was shot in Minnesota by Zambezi’s production studio Fin, and the cast are all local fans.
“Minnesotans are oftentimes described as nice, meaning friendly and hospitable,” Grahl said. “Coach [Chris] Finch talks about how Minnesota is a really hard place to play, and it’s because of how Wolves fans show up night in and night out, and that’s nice. And it’s not n-i-c-e. You need seven or eight I’s.”
Fans shown in the spot include nationally ranked Minnesota high school basketball player Vienna Murray; a superfan known as “Geri,” who tattooed Naz Reid’s name on her arm; and DeAndre Raggs, a popular basketball YouTuber.