‘Want It All’ is a multi-platform initiative, with national and local strands, that heralds the new NBA 2017/18 season.
Lead by a spearhead TV commercial, set to Public Enemy’s ‘Shut Em Down’, it was created in harness with long-term Nike agency Wieden + Kennedy (Portland) and director by F Gary Gray (of Straight Outta Compton fame).
The commercial, which debuted on TV during the season’s tip off double-header between the champion Golden State Warriors and the Houston Rockets and the Cleveland Cavaliers and Boston Celtics, features some seriously sweet skills as it tells a relatable story of a young baller Donte Grand who dreams of making it from the neighborhood courts to the arenas of the NBA.
Donte travels from his local street courts, to college star at Duke, before signing with LeBron James’ Cleveland Cavaliers and culminates in a match-up against Kevin Durant’s Golden State Warriors.
The ad also features Oklahoma Thunder star and fellow Nike endorser Paul George.
The time-lapse style spot comes as a full length, two-minute epic
and a 60-second cut-down version.
The Nike campaign was developed by a sizeable W+K team led by creative directors Alberto Ponte and Ryan O’Rourke, copywriter Josh Bodgan and art director Pedro Izique.
The editorial company was Rock Paper Scissors, VFX was handled by The Mill, music by Human, sound and mix by Lime Studios.
It is supported by a range of other contenet team-specific activations and campaign strands stretching from stadium projections,
Cleveland Wants It All. #WantItAll #NIKExNBA pic.twitter.com/CvkG1kOd7H
— Nike Basketball (@nikebasketball) October 18, 2017
and in-store,
Here to stay. Here to win. LA wants it all.#wantitall #NIKExNBA pic.twitter.com/DoePOiux0E
— Nike Los Angeles (@NikeLA) October 16, 2017
to digital and social content.
Boston Wants It All. Our banners are only outnumbered by the legends we produce. #WantItAll #NIKExNBA pic.twitter.com/X1kzOwLvoK
— Nike Basketball (@nikebasketball) October 15, 2017
Toronto Wants It All. We've clawed our way up, and now we're up – way up. You can thank us now, later, or not at all. #WantItAll #NIKExNBA pic.twitter.com/uOQz5SvHL5
— Nike Basketball (@nikebasketball) October 15, 2017
LA Wants It All. Our pride is still here, arrogance still intact. Even when we lose, we still winning. #WantItAll #NIKExNBA pic.twitter.com/XI27LsWJLW
— Nike Basketball (@nikebasketball) October 14, 2017
The Bay Wants It All. Dub nation versus everybody. You bring war, we breed Warriors. #WantItAll #NIKExNBA pic.twitter.com/RmwBDjWQaa
— Nike Basketball (@nikebasketball) October 13, 2017
Chicago Wants It All. We don’t wait to get notice. We put the world on notice.#WantItAll #NIKExNBA pic.twitter.com/ptPtM41vAY
— Nike Basketball (@nikebasketball) October 13, 2017
NYC Wants It All. And when we take what’s ours, we still want more. #WantItAll #NIKExNBA pic.twitter.com/KccUT45s3f
— Nike Basketball (@nikebasketball) October 12, 2017
The work also links to Nike’s new app-linked connected shirts.
Tap in to experiences with the Nike NBA Connected Jersey.
Available now: https://t.co/mZxxxhoexs#NIKExNBA pic.twitter.com/ijMmwlEvpe— Nike Basketball (@nikebasketball) September 29, 2017
Tap in to offers with the Nike NBA Connected Jersey.
Available now: https://t.co/mZxxxhoexs#NIKExNBA pic.twitter.com/5w3BvgIJko— Nike Basketball (@nikebasketball) September 29, 2017
Comment:
Another visually phenomenal Nike sports commercial: a story spot told in ebullient style as a youngster visualizes his dream.
There are echoes here of Nike’s 2015 ‘Short Guy’ ad (see case study) and reflections of the jump narrative used in previous classic Nike commercials like 2012’s ‘Write The Future’.
An enjoyable start to what looks set to be a fantastic NBA season.
Links:
Nike (Basketball)
https://www.facebook.com/nikebasketball/
https://twitter.com/nikebasketball
Wieden + Kennedy, Portland
http://m.wk.com/work/from/portland
