By Barry Janoff
May 24, 2013: Forever is a long time — much longer than the lifespan of an NBA player, or even the NBA. But not as long as forever and a day, or the lasting reverberations of post-season accomplishments from such stars as Dirk Nowitzki and Kobe Bryant.
As part of its on-going umbrella "Forever is BIG" campaign, the league this month unveiled "Forever Finals" and selected highlight-worthy moments from recent NBA championships to show how they "live on and resonate in pop-culture forever."
The 2013 Finals campaign broke last week with "Forever Dirk," a 30-second spot that focused on Nowitzki's iconic fadeaway jump shot, which was a significant factor in the Dallas Mavericks victory over the Miami Heat in the 2011 Finals. (See the full spot here.)
The follow-up TV spot, "Forever Kobe," looks at the dunk with which Bryant of the Los Angeles Lakers posterized then-New Jersey Nets center Todd MacCulloch during the 2002 Finals. The spot broke during Game 2 of the Eastern Conference Finals between the Heat and the Indiana Pacers.
The beginning of Bryant's dunk is shown as it occurred. Then, as happened with Nowitzki's fadeaway shot in the first commercial, it is stopped in mid-action and immortalized in various ways.
Among them, we see Kobe's dunk as street art, a video game avatar, as the groom atop a wedding cake topper, a cutout figure on a rooftop dunking over the Los Angeles skyline,a figure dangling from a car's rear view mirror and his dunking figure cut into a man's hairstyle.
The action then returns to the court to find Kobe finishing his dunk, followed by the text, "Forever is BIG." (See the full spot here.)
The Lakers won the Finals in 2002 via a four-game sweep and was Los Angeles' third consecutive NBA championship.
Nowitzki's spot is played out to music by Austrian hip-hop artist RAF 3.0's "Wie Kannst Du Nur" ("How Can You Only"). Bryant's spot is played out to hip-hop artist Mos Def's "Life in Marvelous Times."
Lead agency is Goodby, Silverstein & Partners, San Francisco.
The spots will run through the NBA Finals, which begin June 6.
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