By Barry Janoff
October 11, 2014: With MLB post-season in full swing, the NFL in over-drive, Nascar in the new playoff knockout rounds in the Chase for the Sprint Cup and the NHL season officially underway, the NBA has jammed into an energetic new campaign a bevy of current and past players, fans, dancers, mascots, a rap star, domestic and international city scenes and social media images, all screaming to remind everyone that the NBA season will soon begin in earnest.
Under a new very big umbrella campaign, "Everybody Up!," the league intends to show that it is ready to hit the court running. The launch spot, "Roll Call," incorporates new scenarios — LeBron James with the Cleveland Cavaliers, rookie head coaches Derek Fisher (New York Knicks) and Steve Kerr (Golden State Warriors) — with some of the best of the rest, including shots of Kevin Durant, Blake Griffin, James Harden, Chicago Bulls head coach Tom Thibodeau and Tony Parker and the defending NBA champion San Antonio Spurs.
It broke over the weekend during the NBA's pre-season Global Games and online.
The multi-platform season-long effort will include a series of national TV spots on ESPN, TNT, ABC, and NBA TV; as well as on regional sports networks, league and team social media platforms, in-arena and internationally.
Localized team "Roll Call" spots will launch on regional sports networks, in-arena and on digital platforms.
Everybody Up!, which also encompasses print and Internet, will be integrated across all of the league's digital platforms, including NBA TV, NBA.com, mobile and social media assets, throughout the season. Lead agency is Goodby, Silverstein & Partners.
"We are all united by our love of the game, and the new 'Everybody Up' campaign captures the passion, dedication and endless contributions of the global NBA community," Pam El, NBA CMO, said in a statement. "With tremendous momentum heading into the season, we look forward to engaging both our avid and casual fans like never before."
"Roll Call" is played out to a remix of the classic Ray Charles song, "What'd I Say Pt. I & II," with a rap from Grammy Award-winning artist and actor Common.
"Alright, ya'll. This is a roll call. Let me see you, Big City, Live City, Rip City, Mexico City, China. London.
"Where you at, dude with all the hats? Dude with the hair cut. Dude with the beard (James Harden). All you baby sizes. Shag sizes. No, really — Shaq sizes (as we see a shot of Shaquille O'Neal dancing with Jabbawockeez during his introduction at the 2009 All-Star Game)."
NBA fans then get their turn. "Let me see you fantasy owners, tweeters, blog readers. Gamers. Game-timers. Let me see you floor seats (we get a shot of Griffen diving into the crowd), family seats, your momma's seats (as Durant kisses him mom), best seats in the house.
"Let's see you legends (Larry Bird and Magic Johnosn), coaches, trainers. You too, rookie (Derek Fisher). Both of you (Steve Kerr). Pick No. 1 (Andrew Wiggins). Pick No. 2 (Jabari Parker). Pick No. 28 (Tony Parker, who was drafted by the Spurs in 2001). Pick of the Year."
Then we see James being introduced with his new Cavaliers teammates. "Ha, that's gonna be fun. Let's see you dancers, ring leaders, real leaders (a shot of military personnel). Guy coming off the bench. Guy leaving the bench behind. Passers. Dunkers. Blockers Buzzer-beaters. Contenders. Championship defenders. It's tip-off time, ya'll. Everybody up!" (See the full spot here.)
Separately, the NBA said that it has signed a multi-year extension with Cisco, with whom they began working in 2007. Cisco will continue as the official technology partner of the NBA, WNBA, NBA Development League and USA Basketball.
According Emilio Collins., evp-global marketing partnerships for the NBA, “Cisco has consistently incorporated innovative technology solutions into our partnership, from enabling connections with our fans to transforming collaboration among our employees. As we continue to look at growing the game experience and the ways in which it can be presented and consumed, we know that Cisco will play a vital leadership role with us.”
The 2014-15 NBA season begins Oct. 28.