TNT and Spike Lee Slam-Dunk NBA Promos
"We all know that the truth hurts, so we wanted the truth to be told by the best truth-tellers. Kids can get away with it."
-Desmond Hall Creative Director, Spike DDB
With the tagline "Nothing Is More Dramatic than the Truth," TNT’s new
promo campaign directed by Spike Lee and edited by Wendy Rosen features
sports-savvy kids dissing basketball’s biggest stars.
promo campaign directed by Spike Lee and edited by Wendy Rosen features
sports-savvy kids dissing basketball’s biggest stars.
Singing in a combination of trash talk and nursery rhymes, the kids rib
Shaquille O’Neal, Jason Kidd, LeBron James and TNT’s all-star
sportscaster lineup. Taunting O’Neal, the kids sing "Big Shaq rules the
paint" to the tune of "Farmer in the Dell." Shaq gamely sings along
until the next verse when the lyrics change to "But the Spurs won the
West. Hi-ho the dairy-o, the Spurs won the West," and sass him with
"You’d better come back in shape."
Shaquille O’Neal, Jason Kidd, LeBron James and TNT’s all-star
sportscaster lineup. Taunting O’Neal, the kids sing "Big Shaq rules the
paint" to the tune of "Farmer in the Dell." Shaq gamely sings along
until the next verse when the lyrics change to "But the Spurs won the
West. Hi-ho the dairy-o, the Spurs won the West," and sass him with
"You’d better come back in shape."
Posing child actors on sets that look like an innocent elementary
school stage production and introducing graphics only at the end of
each promo, the campaign escapes the usual sports promo bravado.
Instead it positions the network – which brands itself broadly with the
network tagline "We Know Drama" – as more about the human story in
sports.
school stage production and introducing graphics only at the end of
each promo, the campaign escapes the usual sports promo bravado.
Instead it positions the network – which brands itself broadly with the
network tagline "We Know Drama" – as more about the human story in
sports.
"We choose Spike DDB from six different agencies that pitched the
campaign. You add Spike Lee, who can not only help deliver the biggest
names in the game, but also execute creative better then anyone."
-Matthew Bunting, VP/Exec Producer On-air Creative, TNT
campaign. You add Spike Lee, who can not only help deliver the biggest
names in the game, but also execute creative better then anyone."
PROMO CREDITS
TNT
Matthew Bunting
VP/Exec Producer On-Air Creative
Ron Korb
VP/Creative Director On-Air Creative
Tonya O’Connell
Director of Production On-Air Creative
Production Company:
40 Acres and a Mule
NY
Spike Lee
Director
Matthew Libatique
DP
Butch Robinson
Producer
Advertising Agency:
Spike DDB
NY
Desmond Hall
Creative Director
Jenine Holmes
Copywriter
Adam Hessel
Senior Art Director
Niraj Zaveri
Art Director
Editorial Company:
3 Fingered Louie
NY
Wendy Rosen
Editor
Maurice Abbate
Assistant Editor
Lynne Mannino
Exec Producer
Traci Magnus
Producer
Dave Smalheiser
Online Editor
Chris Ryan
Colorist (at Nice Shoes)
Visual Effects/Design:
The Diecks Group
NY
Brian Diecks
Principal
Brand New School
NY
Sean Dougherty
Senior Designer
Chase Hartman
Designer
Blake Huber
Animator
Sarah Grey
Exec Producer
Mark Groshner
Producer
Audio Post:
Phantom Audio
NY
Judy Mauer
Producer
Eric Thompson
Mixer
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