A new campaign from Laughlin Constable makes a pretty convincing case that the Milwaukee Bucks are on their way to revisiting the greatness of years past — which includes some of the greatest players of all time.
To celebrate the Milwaukee Bucks’ 50th anniversary, the NBA team turned to the hometown creative agency for a series of retrospective spots to remind the older generation of fans why they fell in love with the Bucks in the first place — and to catch the attention of younger fans with today’s up-and-coming team. Each of the spots reaches the same conclusion: “You’ve got to respect the past if you want to own the future.”
'34' compares current Bucks all-star player Antetokounmpo with a couple other famous Bucks in 12-time all-star Oscar 'The Big O' Robinson and 15-timer Kareem Abdul-Jabbar. The spots illustrate that the current team is living up to a legacy.
'Nicknames' compares memorable player nicknames such as Darvin 'Ham Slamwich' Ham and Rafer 'Skip to My Lou' Alston to today’s players nicknames like Giannis 'The Greek Freak' Antetokounmpo and Khris 'Kha$h Money' Middleton, rattling them off with some serious flow. 'Positionless' shows how the Bucks pioneered the now-trendy style of play back in the 70s/80s, and 'All-Stars' follows up touting this year’s three all-stars, Giannis, Bledsoe and Khris, with a montage of the greatest Bucks from the last 5 decades.
While Laughlin Constable has offices in both Chicago and Milwaukee, its creative team for this project was made entirely of Bucks fans. The campaign, produced at Laughlin’s in-house production shop The Hive, combines current Bucks game-day coverage with vintage Bucks footage, retro-inspired visuals and funk-influenced music. There will be a total of six spots, running on TV, pre-roll and social channels. Since the NBA is highlight focused, each spot was designed to be broken out into smaller segments for social feeds.
CMO - Dustin Godsey
Director of Brand Marketing - Erin Borkowsky
Executive Creative Director - Dan Fietsam
Creative Director - Pat Laughlin
Art Director - Cody Murri
Copywriter - Brian Sterricker
Visual Effects - Jesse Egan
Executive Producer - Andy Gorzalski
Senior Account Manager - Jonathan Cleveland
Integrated Producer - Lynne Fraser