NBA's quickie "We Are One" campaign ... thoughts?

An offshoot of the Silver/Stern thread.

It started with the Clips' website yesterday:

http://www.nba.com/clippers/one

It continued with an NBA ad that was so well-done it frankly should scare the hell out of ad agencies that say they need six months to put a campaign together:

http://nba.si.com/2014/04/30/donald-sterling-nba-we-are-one-video-los-angeles-clippers/

Where it got a little weird was the mid-fourth-quarter crowd chant.

http://www.sbnation.com/2014/4/30/5667320/clippers-fans-chant-we-are-one-during-fourth-quarter-in-game-vs

That felt so forced.

So I don't know. Assuming this continues as a playoff staple ... appropriate, or too much marketing?

 

The new Boston Strong. Why do we always need a slogan?

 

I like the old fashion mottos, the tried and true statements.
The NBA. You know you want it, bitch.

 

We need Hall and Oates again.

https://www.youtube.com/watch?v=BtFwEif9uvk

 

It'll be great . . . until the next high-profile player is arrested for some nefarious deed.

 

Don't tell that to Tippecanoe. And Tyler too.

 

"We're Done"

 

Stupid. I think we can all denounce racism without a cynical marketing slogan tied to it.

 

Apparently stolen from The Lion King 2.

or Pitbull's World Cup anthem.

 

"The NBA. Its a Black Thing. You wouldn't understand."

 

Meanwhile, the Raptors have their own silly slogan: "We, the North".

Sends chills down the spine.

 

As a long-time ad man who has worked both client and agency side, I can tell you it isn't an agency that takes a lot of time to come up with an idea. It's the behind the scenes politics and lawyers and contracts that take a while.

Most likely scenario here is the NBA used their agency who is on retainer, to come up with this in a few days. Moreover, their advertising lead is from CHIAT/Day one of the most respected agencies around. So even if they did put it together internally, it is still with people who were groomed in the ad industry.