This spot is part of the "where amazing happens" campaign for the NBA. The campaign focuses on some of the highlight attributes and star players currently in the league, and makes the statement that the NBA is the only place to watch them perform. The concept is quite different from other ads for major sports leagues in the United States in that it does not involve any high intensity game footage or any loud, screaming slogans or fans. The ad simply shows still pictures from NBA games with soft music in the background. There isn't even any narration. It almost seems like the lack of distracting noise and footage draws the audience in and makes them pay even closer attention to the message. I really like the part where the text reads "where ____ happens" and instead of using an adjective describing the league, they simply put a picture of Ben Wallace's headband and afro. That is a pretty clever idea that requires the agency to have a lot of faith in the target audience to recognize his hairstyle and be able to identify it as part of the overall message.
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