In recognition of its global audience, the NBA together with brand engagement agency The Marketing Arm created the above spot to celebrate Chinese New Year under the NBA’s global marketing platform, “This is Why We Play.”
In the spot, a young Chinese boy receives the traditional Chinese New Year gift of a red envelope and inside he finds four of the NBA’s best: the Houston Rockets’ James Harden, the Brooklyn Nets’ Jeremy Lin, the Golden State Warriors’ Stephen Curry and the New Orleans Pelicans’ Anthony Davis.
Each player jumps out of the envelope as paper versions of themselves, performing a mini-basketball show to welcome the Year of the Rooster.
The spot airs Jan. 12 through Feb. 12 across all NBA platforms, including NBA.com/China.
CREDITS
Agency: The Marketing Arm
CEO: Lewis Henderson
President: Tom Meyer
EVP, Managing Director: Brad Groves
VP, Group Creative Director: Harris Wilkinson Agency Producer: John Suits Art Director: Matt Keltz
Copywriter: Brian Keltz
Production Company: Ringer
Director: Rob Meltzer
Executive Producer: Silke Thompson
Head of Post-Production: Daniel Elkayam
Creative Director, Motion Graphics & VFX: Elliott Jobe
Editor: Ryan Eaton
DP: Johnny Ching
Production Designer: Sean Costello
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