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.
The campaign consists of a long-form online film, cut down videos and teasers, as well as videos on consoles and a social component on Facebook, YouTube, Twitter and Instagram. Corresponding with the launch of the spot, NBA 2K will issue a special MyTeam Collection player pack inspired by Garnett and his teammates, available to purchase in-game.