The new “Where Amazing Happens” campaign for the NBA isn’t what you think of when you see Buck in the animating credits. But they definitely deserve props for working hand-in-hand with Goodby, Silverstein and Partners to create a series of understated, mature, clever spots that stand out because they refuse to employ all the played out “urban” clichés that dominate most basketball-related spots.
I especially love how the players’ body parts are used as punctuation or as stand-ins for copy. The whole campaign is kind of an inside joke, a nod to true fans without being condescending or inaccessible to others.
I know a lot of you won’t “get” this—my excitement for this campaign certainly reveals my bias went it comes to the role of writing in advertising—but I urge everyone to check it out with an open mind.