Ahead of the NBA's historic return to NBC this fall, the network has launched a brand-new campaign to spread the good news to audiences.
A 50-second commercial stars actor Jack McBrayer reprising his role as Kenneth the Page from the iconic comedy series "30 Rock."
Joining him are NBA stars Giannis Antetokounmpo, Jayson Tatum, and Victor Wembanyama.
The spot premiered in the middle of last week's "Sunday Night Football," emphasizing the significance of the NBA arriving on NBC and its streaming service Peacock.
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In a statement, NBCUniversal CMO for Entertainment and Sports Jenny Storms highlighted the significance of the renewed partnership:
"This is a launch moment. We will have consecutive moments that will move over the next 10 months."
As stipulated in the 11-year contract, Variety reported that NBCUniversal is potentially spending about $2.4 billion to $2.5 billion annually to air the following:
- 100 regular-season games
- NBA's All-Star Game
- Exclusive first-round playoff games
- WNBA games
This latest campaign also serves as a starting point for the network's new social media accounts tied to the NBA. @NBAonNBC will hit all major platforms, including TikTok, Instagram, Threads, Facebook, and X.
NBC last covered the NBA for the 2001-02 season before being outbid by Disney via ABC.
With the rights returning to the network after over two decades, NBC aims to make a huge splash with an all-new brand marketing strategy.
A Triumphant Return
"Backlot Tour" opens outside an NBC soundstage, where Kenneth the Page guides a small crowd of tourists.
Suddenly, he's interrupted by Milwaukee Bucks superstar Giannis Antetokounmpo, who asks if he should recognize the guide from somewhere.
San Antonio Spurs Center Victor Wembanyama appears next, asking if Kenneth can get him an audition on "America's Got Talent."
Finally, Boston Celtics small forward Jayson Tatum shows up to ask if Dateline NBC correspondent Keith Morrison is scary, to which Kenneth replies, "he's terrifying."
After the players learn that the NBA will be streaming on Peacock, with Tatum showing off his ring, the three gather around for a selfie with the tour guide.
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NBC also shared a short behind-the-scenes clip on Instagram documenting the process of making the ad.
On top of leveraging big names in basketball and entertainment, this exclusive BTS content serves to hype up the excitement for the NBA on NBC, as well as generate engagement with fans.
The NBA is such a globally renowned institution that it is not a wonder that it and its players are always being tapped by brands for campaigns.
Earlier this month, Meta Quest and the NBA partnered up for a campaign showcasing its latest technologies.
