Pro Ballers Return to College Glory Days During March Madness

Campaign Is Translation's First for NBA Since Becoming Its Lead Agency

Published On
Mar 25, 2015

Editor's Pick

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.

Credits

Date
Mar 25, 2015
Brand:
NBA
Client:
NBA
Chief Executive Officer:
Steve Stoute
Chief Creative Officer:
John Norman
Chief Strategy Officer:
John Greene
Executive Creative Director:
Betsy Decker
Senior Creative:
Matthew McFerrin
Senior Creative:
Armando Samuels
Head of Brand Strategy:
Tim Flood
Strategist:
Lindsey Neeld
Director, Broadcast Production:
Miriam Franklin
Executive Producer:
Carole McCarty
Associate Producer:
Philinese Kirkwood
Business Affairs Manager:
Brian Enright
Senior Vice President, Group Account Director:
Tim Van Hoof
Account Executive:
Chris Martin
Senior Project Manager:
Matt DeSimone
Production Company:
Blacklist
Production Company:
Golden Wolf
Executive Producer:
Andrew Linsk
Producer:
Patrick Gantert
Creative Director:
Ingi Erlingsson
Editor:
Joe Dillingham
Assistant Editor:
Nate Kim
Color Grading:
C03
Colorist:
Tom Poole
Senior Creative:
Matt Comer
Audio Post:
Sonic Union
Audio Engineer:
David Papa
Audio Engineer:
Fernando Ascani
Music/Sound Design:
Future Perfect Music
Strategist:
Geoff McHenry
Post Company:
Wax - New York
Color Grading:
Wax - New York
Colorist:
Steve Picano
Voiceover Talent:
Dick Vitale
Voiceover Talent:
Todd Cummings
Composer:
Victor Margo
Agency:
Translation

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