By Barry Janoff
October 15, 2013: John Wall, Kyrie Irving, Jrue Holiday, Kemba Walker and seven other young NBA stars are featured in the launch spot for the NBA's 2013-14 "BIG is On" campaign.
The anthem commercial, which breaks this week during pre-season on NBA TV and then will air during telecasts via NBA media partners, transitions from the "darkness" of the NBA off-season into into a time that shows "how all 30 teams are coming to life across the country."
The 30-second spot is highlighted by a dunk sequence that could be a preview of the Sprite Slam Dunk contest during the All-Star Game weekend this February in New Orleans.
The "BIG is On" spot includes (in alphabetical order): Harrison Barnes (Golden State Warriors), Mike Conley Jr. (Memphis Grizzlies), Kenneth Faried (Denver Nuggets), Paul George (Indiana Pacers), Gordon Hayward (Utah Jazz), Jrue Holiday (New Orleans Pelicans), Kyrie Irving (Cleveland Cavaliers), Damian Lillard (Portland Trail Blazers), Greg Monroe (Detroit Pistons), Kemba Walker (Charlotte Bobcats) and John Wall (Washington Wizards).
The BIG campaign launched during the 2011-12 season and has had numerous elements since then.
The new spot, which is played out to an a cappella version of “This Little Light of Mine” by The Steeles, begins in the darkness of NBA arenas. Lights then are switched on as the players dribble, shot and dunk. Spotlights ultimately focus on the NBA championship banners hanging in the rafters of venues nationwide. (See the full spot here.)
According to the NBA, the commercial "conjures up the double meaning of flipping the switch on the season and each player’s ability to shine on any given night. The energy builds to an ultimate dunk sequence that sends us outside the arenas and into the sky to see how all 30 teams are coming to life across the country."
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