Debuting on TV during the NBA’s Christmas Day games, hoops super star Steph Curry fronts a new Public Service Announcement ad for My Brother’s Keeper Alliance (MBK Alliance) – an initiative of the Obama Foundation.
The Golden State Warrior guard stars in the spot alongside former President Barak Obama himself in this new action campaign called ‘We Are the Ones’.
The commercial first aired during the ‘NBA Countdown’ before the Golden State Warriors v Cleveland Cavaliers game on ESPN on Christmas Day.
Created with the support of sports broadcaster ESPN, the MBK Alliance worked alongside creative agency MBK Matter Unlimited on this powerful call-to-action film.
The background behind the initiative was based on insights gained by Matter Unlimited research carried out across the USA which discovered that those aged bgetween 18-34 are ‘overwhelmingly concerned about race relations, poverty and education, but are unsure of how to make a difference on these issues’.
The film aims to unite the whole nation and urges every America to do their part to make sure the nation’s youth, regardless of background, have equal opportunities to achieve their potential.
The spot ends by driving viewers online to IamMBK.org where they can join the alliance and learn more about all the opportunities to take action and also to engage with The Keepers’ Code (a set of six principles created by young men of color to advance an authentic conversation about what it means to put the words “my brother’s keeper” into action).
Comment:
Following on from Curry’s high profile anti-Trump protest to decline the traditional invitation to visit the White House following Golden State’s NBA title victory, this pairing with Obama and support for the PSA is another route of showing where’s the player’s loyalties and values truly lie.
#WereWithSteph
Links:
MBK Alliance
Matter Unlimited
