NBA ‘Everyone’s Game’ 2023-24 Tip-Off Campaign: How You Like Me Now?
Friday, October 6, 2023 at 03:15PM By Barry Janoff
October 6, 2023: Joel Embiid, Jayson Tatum, Jamal Murray and a roster of other players have one question: “How you like me now?”
That’s the mantra running through the NBA’s 2023-24 tip-off brand campaign, “Everyone’s Game,” which plays out to the hard-driving beat of “How You Like Me Now?” by The Heavy.
NBA players featured in the extended spot also include Kentavious Caldwell-Pope, Bradley Beal, De’Aaron Fox and Zach LaVine — with cameos from WNBA icon Sue Bird and soccer star Alex Morgan.
There are also shots of such players as Kevin Durant, LeBron James, Luka Doncic and Stephen Curry.
According to the league, “Each character is showing off what he is bringing to the new season: working harder, moving faster, jumping higher, posing a simple question to his doubters, ‘How You Like Me Now?’”
Produced in collaboration with Translation, “Everyone’s Game” will air across all NBA media partner channels including ESPN, ABC, TNT and NBA TV; as well as social media, digital, audio, out-of-home and print.
Interspersed with action on the court are shots of the players going through intense workout regimens.
LaVine runs on the beach with a wind-blown parachute attached to his back.
Embiid uses a sledge hammer to pound on a massive truck tire.
Murray, in Rocky style, runs up and down a huge flight of steps followed by a group of people.
Beal goes through a full-court workout by himself on an outdoor court in the middle of the night.
According to the NBA, “‘Everyone’s Game’ nods to the strong parity in the NBA on the heels of the league’s most competitive season ever.
“It also symbolizes the power of basketball to bring people together, with the campaign appearing across more than 215 countries and territories.”
Early in the spot, Bird asks Morgan, “You game?” as they watch players working out. Morgan replies, “I’m game.”
By the end of the spot, they share their approval for the players’ championship mindset: “Now this, I like.”
The 2023-24 NBA regular season begins Oct. 24 with a doubleheader on TNT as the defending NBA champion Denver Nuggets host the Los Angeles Lakers, followed by the Phoenix Suns visiting the Golden State Warriors.
ESPN coverage begins Oct. 25 with the New York Knicks hosting the Boston Celtics, followed by the Dallas Mavericks visiting the San Antonio Spurs in what is expected to be the first regular season game for Spurs overall No. 1 draft pick Victor Wembanyama.
The first five days of the season (Oct. 24-28) will feature ten national TV games as part of Kia NBA Tip-Off 2023.
How You Like Me Now?
Now there was a time,
When you loved me so.
I couldn't do wrong,
And now you need to know.
See, I been a bad bad bad bad man.
And I'm in deep, yeah.
I found a brand new love for this man,
And can't wait till you see.
I can't wait.
So how you like me now?
Remember the time
When I eat you up
Yeah I was a lie
That you can't give up.
If I was to cheat
Oh no, would you see right through me?
If I sing a sad sad sad sad song
Would you give it to me? Would you?
So how you like me now?
Songwriters: Arlester Christian / Christopher William Ellul / Daniel Matthew Taylor / Kelvin Claude Swaby / Spencer Harrison Page
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