The NBA is taking things back to the classics with its latest holiday campaign, reprising one of the league's most iconic seasonal spots in a whimsical way.
Helmed by creative agency Translation, with help from director Dave Scanlon and Passion House Pictures, "Jingle Hoops Regifted" is a unique and refreshing new take on the classic "Jingle Hoops" campaign from 2013.
Returning to the remake are LeBron James, Stephen Curry, and Kevin Durant, three NBA legends who were part of the original ad.
Joining them now are bonafide superstar athletes Luka Dončíć and Jayson Tatum.
This time, the athletes are depicted as action figures in a lovingly crafted stop-motion animation that features a few surprise guests.
In a statement, NBA CMO Tammy Henault highlighted the campaign as a celebration of watching basketball on Christmas Day.
"This year marks the 77th year of NBA games on Christmas Day, and this campaign in particular leans on a nostalgic note for fans who know and love the original 'Jingle Hoops' ad from 11 years ago," she added.
The effort will also come to life via the NBA "Hoopin' Holiday Bus," delivering hot cocoa, games, swag, and photo ops to the New York NBA Store on December 21 before making a stop at the Union Square holiday market the day after.
Debuting during last night's quarterfinal at the Emirates NBA Cup, the commercial highlights five Christmas Day games that will air across ABC, Disney+, ESPN, and ESPN+.
A set of 10-second vignettes will also run across OOH, audio, digital, and social media.
By putting a new spin on a beloved commercial, the self-referential campaign highlights the brand's history of iconic moments in pop culture.
It's a triumphant expression of the NBA's brand voice, as it imbues each ad with its unique personality.
Playing Around
The 30-second commercial begins in a festive room of toys, with a miniature Tatum saying, "Tune it up, KD," a reference to Derrick Rose's line in the original ad.
Once again, the five athletes start to shoot hoops into nets with bells attached before being interrupted by five up-and-coming superstars:
- Anthony Edwards (Minnesota Timberwolves)
- Jalen Brunson (New York Knicks)
- Nikola Jokić (Denver Nuggets)
- Tyrese Maxey (Philadelphia 76ers)
- Victor Wembanyama (San Antonio Spurs)
Jingle Hoops is back and the guys still got it 🎄
— NBA (@NBA) December 10, 2024
Get ready for the NBA on Christmas Day with games beginning at noon ET on ESPN, ABC, ESPN+, and Disney+. #NBAXmaspic.twitter.com/y6ZSF32qjy
Raising the playing field with drums, a xylophone, a horse-drawn carriage, and an assortment of toys, the five newcomers turn up the heat with high-flying moves.
Making special appearances are toy Malika Andrews (ESPN) and bobblehead Mike Breen (ABC), who also get into the Christmas spirit.
The spot ends in a brilliant explosion of colorful lights as Edwards makes a spectacular dunk.
In October, the NBA and Translation also worked on a sequel to "The Heist" to promote this year's Emirates NBA Cup.
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