2K Sports: advert-body-2 by Butler, Shine & Stern & Partners (BSSP)
- Location:
Kevin Garnett spent 21 years in the NBA before retiring in 2016, and now he’s coming back. Not to play, however, but to dunk on virtual players in the video game NBA 2K.
To promote the game, BSSP put Garnett in an ad that finds him reflecting on his career. ‘KG’s Back’ is a digital campaign featuring the 15-time NBA All-Star. The film features a restless Garnett engaging in passive hobbies such as catching up on his reading and honing his scrapbooking and needlepoint skills. As we see him reflecting on his illustrious career, a children’s choir, ‘Nothing but Treble,’ sings of his imminent comeback. Weirdly, they are joined by a robed Michael Rapaport, who follows Garnett around the house, while the chorus sings a new version of Pachelbel's Canon, complete with NBA 2K-themed lyrics.
Realizing he can still enjoy the action and excitement of his NBA career by using KG MyTeam Packs to build his dream roster, Garnett then joins actor, podcast host, writer, director, and avid NBA fan Rapaport for a trash-talk laden NBA 2K18 gameplay session.
Credits
BSSP
Tom Coates – Executive Creative Director
Sinan Dagli – Associate Creative Director
Patrick French – Copywriter
Cameron Murray – Copywriter
Alex Anderson – Senior Art Director
Alex Eley – Account Director
Mal Gretz – Account Supervisor
Fearghal O’Dea – Senior Integrated Producer
Halsey Stowe – Associate Strategy Director
2K
Jason Argent – SVP, Basketball Operations
Alfie Brody – VP, Sports Marketing
Billy Inglis – Sr Brand Manager
Andrew Blumberg – Sr. Brand Manager
Ronnie Singh – Director, Digital Marketing
Arts & Sciences
Tom Scharpling - Director
Mal Ward - Managing Director
Mark Marrie - Executive Producer
Christa Skotland - Head of Production
Kristin Porter - Line Producer
Cut and Run
Deanne Mehling - Executive Producer
Pete Koob - Editor
Yessian Music Group
Andy Grush - Creative Director
James Carey Haun - Music Arrangement
David Gold - Executive Producer
Katie Overcash - Sr. Producer
Michael Yessian - Head of Production
Brian Yessian - CCO
Company 3
Dave Hussey - Colorist
Handsome Sound
Chris Forrest - Sound Engineer