NBA Unwraps ‘Lights Up’ Marketing Support For Xmas Day National Broadcast Schedule
Wednesday, December 12, 2018 at 10:33PM in NBA, NBA, Xmas, ad campaigns, sports marketing

By Barry Janoff

December 13, 2018: Like the traditions of the holidays themselves, the NBA is playing a slate of games and launching a campaign to support its NBA on Christmas schedule of five contests throughout the day.

The 2018 Xmas spot, “The NBA Lights Up Christmas Day,” is set to break Friday, Dec. 14, during ESPN’s nationally televised doubleheader between the Philadelphia 76ers and Indiana Pacers followed by the Denver Nuggets and Oklahoma City Thunder.

The commercial will then air across NBA media partners and online through Dec. 25.

Social media and in-arena activation will support.

The spot features players scheduled for NBA on Christmas action via a light show of images capturing the athletes in action.

According to the league, traced images and footage of the players were drawn in a 2D environment. The drawings were then transferred to a 3D platform, then turned into light sculptures.
Among the players featured in “The NBA Lights Up Christmas Day” are Tim Hardaway Jr. (New York Knicks) vs. Giannis Antetokounmpo (Milwaukee Bucks), James Harden (Houston Rockets) vs. Russell Westbrook (Oklahoma City Thunder),  Ben Simmons (Philadelphia 76ers) vs. Kyrie Irving (Boston Celtics), Kevin Durant (Golden State Warriors) vs. LeBron James (Los Angeles Lakers) and Damian Lillard (Portland Trail Blazers) vs. Donovan Mitchell (Utah Jazz).

The 30-second spot is set to a modern rendition of “Deck the Halls,” each beat synchronized to the players’ movements.

The spot falls under the league’s “This Is Why We Play” umbrella campaign.

Beginning on Christmas Day, the 16 teams that made the playoffs last season will add Nike NBA Earned Edition uniforms into their respective rotation.

For the NBA on Christmas, teams that will premiere their Nike NBA Earned Edition uniforms include the Warriors, Celtics, Thunder, Jazz, Trail Blazers, Bucks, Rockets and Sixers.

The other teams will debut these jerseys later in the season.

According to Nike, “The new looks, which are variations of each team’s Statement or City Edition uniforms, aim to supply fans with a tangible claim to both their team’s heritage and current success streak.”

The NBA on Christmas Day schedule:

• Milwaukee Bucks vs. New York Knicks ESPN Noon (ET)
• Oklahoma City Thunder vs. Houston Rockets ABC 3 PM (ET)
• Philadelphia 76ers vs. Boston Celtics ABC 5:30 PM (ET)
• Los Angeles Lakers vs, Golden State Warriors ABC 8 PM (ET)
• Portland Trail Blazers vs. Utah Jazz ESPN 10:30 PM (ET)

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