NBA players end up decked in their alma maters' uniforms in "The Dance Never Ends," Translation's first campaign for the NBA.
Clips capture star athletes -- including Houston Rockets' James Harden (seen here), Golden State Warriors' Stephen Curry, Oklahoma City Thunder's Russell Westbrook, Miami Heat's Dwyane Wade, Atlanta Hawks' Al Horford, Toronto Raptors' Kyle Lowry and Washingtons Wizards' Paul Pierce -- in recent moments of glory with crowds going wild, but then they turn totally nostalgic as animated versions of the pros' college uniforms take over their current jerseys.
The campaign is also the NBA's first with a March Madness theme, running during games. It taps into the college fanbase, reminding them that most of the best talent ends up in the professional league. Each video is backed by the voice of legendary NCAA sportscaster Dick Vitale.
The work demonstrates a different approach from that of previous NBA agency, Goodby Silverstein & Partners,' where players, most recently, provided a few laughs. There was also this poignant ad with a similar rewind-theme, in which a young kid tells then-Santa Clar player Steve Nash where he'd end up.
The new creative shop may just tap into star power further down the line. It already has with L.A. Clippers point guard Chris Paul and more for State Farm as well as Oklahoma City Thunder forward Kevin Durant for Sprint.