SectorMedia / Entertainment Brands and Sport brands
Video is start of new multiseason global "This is Why We Play" effort
The NBA season tips off at the end of October, but New York-based agency Translation has launched a new campaign for the league. The "This is Why We Play" campaign will span multiple channels, beginning with this video.
"Anthem" shows historical milestones in the game's history, as well as showcasing the attributes required for the sport.
Joining legends of the league such as Magic Johnson, Yao Ming and coach Doc Rivers are current players like Kevin Durant and Satnam Singh Bhamara.
Translation has worked with the NBA in the past, including crafting the film "Barrier Breakers" discussing diversity including the 2013 high-profile introduction of Jason Collins as the sport's first openly gay professional player.