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Talk to me: voice technology, are we there yet?

Hamish McPharlin
Head of Insight at BBC Global News
Sophie Hind
Managing Director at Voiceworks
Imogen Watson
Journalist at The Drum

NBA tips off with new creative promo that goes beyond the hoop

It may be the heart of football season, but for hoop fans, that means the new NBA season is just around the corner. To get fans in the mood, the NBA is featuring more than just players in its latest promos, going behind the scenes with a campaign called ‘I’m Why.’

Calling it the next chapter in the global ‘This is Why We Play’ campaign, ‘I’m Why' showcases various elements of the NBA, from players breaking records to mothers supporting their sons, to fans cheering in the stands, to the employees behind the scenes that make the NBA game nights come to life.

Ahead of the 2017-18 season, which tips off October 17, the new ‘I’m Why’ spots, ‘Tipping Off 2017,’ and ‘Golden State’s Homecourt Advantage,’ use existing footage and documentary-style production to reveal stories of what inspires players and teams on and off the court.

In ‘Tipping Off 2017,’ the footage highlights some of the most intriguing stories from the past season and the many reasons fans look forward to the season, including cities coming together, record-breaking performances, crazy super-fans and memorable moments on and off the court, including superstar LeBron James greeting a happy fan and the late broadcaster, Craig Sager’s touching farewell. The first spot airs on ABC on Sunday, September 24 during game one of the WNBA Finals.

‘Golden State’s Homecourt Advantage,’ the first of 30 unique team spots, tells the story of Megan, a young woman on the Golden State Warriors’ game-night staff, who is responsible for covering Oracle Arena’s 19,596 seats with gold shirts before playoff games. That spot airs locally starting Saturday, September 30 and will run in-arena opening night when Stephen Curry will present the ‘Homecourt Advantage’ award to one lucky fan.

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