TNT Hires Spike Lee for
Network's NBA Marketing Campaign
Posted Sep 10 2003 4:37PM
On-air spots feature Shaq, LeBron and more
Sept. 10 -- Turner Network Television (TNT), the destination for drama, will mount the most comprehensive and aggressive advertising campaign in Turner's 20-year history of broadcasting NBA games when award-winning director/producer Spike Lee helms TNT's NBA on-air promotional campaign for the upcoming season.
TNT's marketing campaign, titled Let the Truth Be Told, focuses on the unscripted, unpredictable drama that plays out during the course of an NBA game and season. The spots parody well-known nursery rhymes and feature NBA players in unique settings alongside the ultimate truth tellers, children (ages 8-11), who deliver undeniable basketball truths about the upcoming season.
TNT tips off the NBA season on Tuesday, Oct. 28, at 8 p.m. ET with Phoenix Suns at San Antonio Spurs, followed at 10:30 p.m. ET by Dallas Mavericks at L.A. Lakers.
"Needless to say, we are all big basketball fans at SpikeDDB and even bigger fans of TNT's Thursday night broadcasts. So when TNT approached us with the pitch assignment, our creative energy started flowing right away," said Spike Lee, Chairman and Chief Creative Officer, SpikeDDB. "In fact, working with the TNT team has felt right for us from the beginning. We're excited about the work that we are doing for them."
Lee's company, SpikeDDB, was chosen over six other firms to represent TNT on this multi-million dollar campaign. SpikeDDB has handled a number of high-profile accounts, with Pepsi, McDonald's, Frito Lay and State Farm among its current client roster.
"As part of our commitment to our longtime partners at the NBA, it is important for our company to launch the season with a compelling and entertaining campaign that also further establishes us a leader in the sports marketplace," said David Levy, president of Turner Sports. "From our opening-night coverage, through the NBA All-Star Game and on through the conclusion of the Western Conference Finals, TNT is distinguishing itself as the premier place to watch NBA basketball."
"We were excited by the concept and by the opportunity to work with such a creative and well-regarded company like Spike DDB," said Jeff Gregor, senior vice president of marketing and programming for TNT and TBS Superstation. "Our goal for TNT's NBA marketing campaign is to connect the drama of the NBA to TNT. Let the Truth Be Told foreshadows the drama of truths on the basketball court as they unfold until the conflict is resolved at the final buzzer."
The campaign features heavy on-air and cross-channel support on the TBS, Inc. family of networks, spot cable, national and regional print, outdoor billboards, spot radio and promotions in key markets, in-theater screens, direct mail and online marketing, including presence on AOL.
"This is a fully integrated campaign that aggressively promotes TNT NBA Opening Night and TNT NBA Thursdays," said Gregor. "We expect to create and introduce various extensions of the campaign promotionally and in our telecast as the season progresses. It is truly an exciting campaign that has legs."