ABC Sports: Where Legends Are Born

The NBA finals are underway, and Wieden + Kennedy/N.Y. is there with pics of . . . players who are retired or not in the the finals, photographed back when they were kids? There's a good reason for this, according to the agency. "The campaign as

Published on

Editor's Pick
The NBA finals are underway, and Wieden + Kennedy/N.Y. is there with pics of . . . players who are retired or not in the the finals, photographed back when they were kids? There's a good reason for this, according to the agency. "The campaign as a whole, which also features [current finals' stars] Tim Duncan and Chauncy Billups in radio ads, tries to reconnect an older, disenfranchised basketball fan with the NBA finals," explains writer Bobby Hershfield. "Since we developed the campaign well before we knew who would be in the finals, we chose Larry and Magic, because in many ways they represent the golden age of the NBA finals. And through them, we could remind this older target why the finals are so compelling. Shaq was picked because he's a contemporary player who really gained legendary status after winning his first championship. He helped seed the idea that the NBA finals is where legends are born." And who knew Larry Bird was fairly cute when he was little? The photographs are courtesy of the players and the NBA.
Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Jun 14, 2005
Retoucher:
Backbone Backbone
Client:
ABC Sports
Creative Director:
Kevin Proudfoot
Creative Director:
Todd Waterbury
Associate Creative Director:
Paul Renner
Art Director:
Alan Buchanan
Copywriter:
Bobby Hershfield
Print Producer:
Nick Scotting
Agency:
Wieden & Kennedy New York
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age