The Los Angeles Clippers announced a new advertising campaign for the 2014-15 season entitled “Be Relentless” created by new agency partner RPA, headquartered in Santa Monica, CA. The multi-media campaign launched today with print advertisements and a 60-second television spot that premiered during TNT’s nationally televised doubleheader on the Opening Night of the NBA season. The Clippers start the season on Oct. 30 against the Oklahoma City Thunder.
“We are absolutely committed to developing the Clippers into not only one of the top teams on the court, but also one of the best organizations in professional sports,” Clippers Owner Steve Ballmer said. “We are relentless in pursuit of our goals, and believe this campaign captures the essence of what it means to be a Clipper.”
RPA and the Clippers worked with entertainment motion picture company Panay Films to create the 60-second television spot.
“Our goal is to make the Clippers the most loved sports entertainment brand—period,” said Kirt Danner, SVP, group account director at RPA.
Another 60-second national TV placement will air during the Clippers season opener on Oct. 30.
Both the 60-second and 30-second versions will also air locally in the Los Angeles market in high profile primetime shows, live sports programming and Los Angeles and Orange County movie theaters.
Clippers out of home media will be a part of the L.A. skyline and along major freeways with wallscapes featuring emotional imagery capturing the “Be Relentless” attitude.
About RPA
RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to un-level the playing field for their clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and have been rewarded with many long-term client relationships because of it. RPA’s client list includes American Honda, ARCO, Los Angeles Clippers, Dropbox for Business, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Mandalay Bay Resort and Casino and pivot TV. For more information, visit https://www.rpa.com.
About Panay Films
Andrew Panay created such movies as the latest summer release Earth to Echo, Wedding Crashers, Van Wilder and the upcoming Hot Tub Time Machine 2.