‘The Toast’ brings together former champions and famous fans to honor the season and preview the champion.
The recently launched campaign for the NBA 2024, ‘The Toast’ (from English, ‘The Toast’), is being broadcast on all NBA social platforms and on the American basketball league app. NBA legend and three-time league champion Dwyane Wade brings together a cast of former champions and famous NBA fans: Ray Allen, Mike Breen, Ken Jeong, Magic Johnson, Jimmy Kimmel, Isiah Thomas, Queen Latifah and the newest members of the Chicago Sky, Kamilla Cardoso and Angel Reese, to celebrate the culmination of the NBA season with a “finals” toast.
‘The Toast’ begins with Wade in high spirits as he prepares to pay tribute to “the season that was and the champion that will be” to an audience of former NBA champions, fans and celebrities at a glamorous event. Creatively bottling the emotion that the road to the championship evokes for everyone, Wade’s “Toast” pays homage to the game’s best with references to iconic NBA moments, from Johnson’s no-look pass and the famous “bang!” from Breen, to Allen’s three-point shot and the championship hardware itself, the Larry O’Brien Trophy.
“As the playoffs draw to a close, we are approaching the culmination of the NBA season: the NBA Finals. We wanted to make sure our creativity captured the power of that, so the idea of bringing the NBA community together for a glamorous party to celebrate the season that’s coming to an end and look forward to what’s to come seemed like the perfect way to kick off the Finals.” NBA marketing director Tammy Henault.
Watch the film ‘The Toast’ below:
The commercial was directed by Hungry Man’s Dave Laden and created in collaboration with creative solutions company Translation. ‘The Toast’ is being broadcast and will be present on all NBA social and digital platforms. The campaign will also be extended through complementary creative across out-of-home, digital, audio and print assets, including a pop-up activation at the Governors Ball Music Festival in New York City, June 7-9. In addition to the creative, the Finals campaign will also be supported by the second Larry O’Brien Trophy Tour, in which Larry will visit famous places and faces on the way to crowning the next NBA champion.
The 2024 NBA Finals, presented by YouTube TV, start on June 6th.
*Cover photo: Disclosure/NBA
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