The Minnesota Timberwolves just launched its first campaign in four years, "Bring the Nice," centered around redefining the term "Minnesota Nice."
Made in cooperation with independent advertising agency Zambezi North in Minneapolis, the NBA team isn't really playing nice with the campaign.
Instead, it's flipping a cultural stereotype that paints Minnesotans as polite and mild-mannered by highlighting their boldness and athleticism.
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In a press release, Minnesota Timberwolves and Lynx CMO Mike Grahl said the team's fanbase reignited a special energy in Minnesota, fueling the campaign.
Zambezi Founder Chris Raih added that the campaign's aim is to honor true Wolves fans who have always been there for them
"In basketball culture, 'nice' has come to mean game, skill, reputation. 'Bring The Nice,' means we're proud to rep Minnesota, but we’re also here to compete. You might get dunked on," he concluded.
The campaign runs across local OOH, global digital and social, and in-arena creative ads.
Overall, the campaign rewrites the concept of "Minnesota Nice" in the language of basketball while staying true to the culture and spirit of the Midwest.
Incorporating local elements into a team-focused campaign is a surefire strategy that leverages brand storytelling to create emotional connections with the audience.
Brands with strong ties to a particular area or community can utilize this technique to tell authentic stories and build genuine connections.
Minnesota Pride
A one-minute ad opens with Timberwolves star Anthony Edwards dribbling the ball in a dimly lit court as radio recordings ask what it means to be "Minnesota Nice."
Defying preconceived notions of Minnesotans, he drains the basket and proclaims, "We're here to be niiice."
Shot and post-produced by Zambezi's own production studio FIN, the spot continues with a quick montage of real-life fans and players from Minnesota's diverse community.
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Interspersed among Timberwolves highlights are clips of The Blake School boys basketball team, as well as nationally ranked East Ridge High School basketball player Vienna Murray, who makes a jump shot.
Timberwolves superfan Geri Mannie also turns up, showing off the real "Naz Reid" tattoo she got from Beloved Studios tattoo parlor owner JC Strobel after he offered them to fans for free.
Meanwhile, courtside regular Jordan Dye walks into a gathering of fans at the Hi-Lo Diner, sporting a bright yellow head of hair with the word "nice" painted on.
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Finally, content creator Deandre Raggs shows off some sweeet moves in front of a car with a custom Timberwolves NICE license plate.
Edwards closes the spot with the campaign's tagline, "Bring The Nice."
Earlier this month, DoorDash celebrated the sport with an iconic new campaign that remixed Kurtis Blow's hit song "Basketball."
