“Anthem” marks the first commercial spot in the NBA’s brand new “THIS IS WHY WE PLAY” campaign, a powerful declaration of purpose for the 2015/16 NBA season. The film combines electrifying inside-the-arena footage with images pulled from around the world and deep within the NBA archives—showing all the many ways that players, fans, and teams demonstrate their love of the game both on and off the court.
“This Is Why We Play” captures the emotions behind basketball’s universal appeal, showcasing stories of what motivates, inspires and excites teams, players and fans both on and off the court. The first video, “Anthem,” debuts this week on all NBA platforms and variety of non-sports programs. “Anthem” highlights the game’s historical milestones and reverberating cultural impact, and demonstrates many ways teams, players and fans are deeply connected to basketball and the values it teaches (leadership, teamwork, respect, dedication, etc.).
“Anthem” features a variety of players, legends/former players, coaches and teams including:
- Current players (sample list): Carmelo Anthony (New York Knicks), Chris Bosh (Miami Heat), Dwyane Wade (Miami Heat), James Harden (Houston Rockets), Kevin Durant (Oklahoma City Thunder), Kawhi Leonard (San Antonio Spurs), Luol Deng (Miami Heat), Satnam Singh Bhamara (Dallas Mavericks), Steph Curry (Golden State Warriors), Zach LaVine (Minnesota Timberwolves)
- NBA Legends and former players: Jason Collins (first publicly gay player), Larry Bird, Magic Johnson, Willis Reed, and Yao Ming
- Coach: Becky Hammon (San Antonio Spurs, first female full-time asst. coach)
Creative Credits:
Brand/Client: NBA
Campaign Title: This is Why We Play
Spot Title: “This Is Why We Play”: 60 and: 30
Agency: Translation
Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
Executive Creative Director: Betsy Decker
Creative Director, Copywriter: Armando Samuels
Creative Director, Art Direction: Matthew McFerrin
Director of Content Production: Miriam Franklin
Strategist: Lindsey Neeld
Account Team: Tim Van Hoof, Justin Costa, Chris Martin
Editorial Company: Rock Paper Scissors
Editor: Frank Snider
Assistant Editors: Rhys Hecox, Alex Liu
Post Executive Producer: Eve Kornblum
Post Producer: Lisa Barnable
VFX Artist: Edward Reina
VFX Assistant: Jazmine Vegenas
After Effects Artists: Harry Tuman, Marc Boutges
VFX Producer: Mike Tockman
Audio Post: Heard City
Mixer: Phil Loeb
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awan
Music: Trackmasters
Composer: Tone & Poke
Producer: Tone & Poke