When you're on the court, you're not there to admire pro athletes like Kevin Durant and Anthony Davis. You're there to be the next big thing. Get NBA 2K15, available October 7th, 2014.
iSpot Review — November 7, 2014
Heck, yeah! If 2K and PlayStation don't have you pumped for NBA 2K15, then you weren't watching this ad, or you've never hooped it up, so you're not in the brand's target, anyhow.
Poaching pros playing after-hours pick-up ball is a fan's behind-the-scenes dream. The creative team wisely keeps a lot of the ads early action with the stars around the rim. By the time we arrive courtside with the boys, we're itching to jump into the fray.
Having a celebrity helps with making engaging creative, but in this case the creative idea itself and execution is just as important and well-crafted.
Much of the ad's success stems from a thumping soundtrack that builds anticipation, while the kids make their way into the gym. A deep baseline hook, Kevin Durant and Anthony Davis on the court, and boys who think "your time has come," all align for adrenaline and attitude.
NBA 2K15 wants to give players that same adrenaline and attitude. In this case, it's creative execution and strategy working well together to resonate brand's messaging.