ESPN Launches New Ad Campaign with Pharrell Williams for “NBA Saturday Primetime”

The campaign launched today during ESPN’s coverage of the NBA Paris Game between the San Antonio Spurs and Indiana Pacers.

ESPN has teamed up with Pharrell Williams to launch a new ad campaign for NBA Saturday Primetime on ABC.

What’s Happening:

  • This new campaign debuted today during ESPN’s coverage of the NBA Paris Games, celebrating the fusion of sports, culture, and artistry.
  • Using a double exposure technique to uniquely showcase NBA action and marquee storylines, the campaign places Pharrell at the center of a visually stunning environment, tapping into his charisma and style to amplify the excitement around the premiere games on the NBA calendar during the last two months of the regular season.
  • Drawing conceptual inspiration from his “Piece by Piece” track, the campaign infuses the idea that the visual layers in the double exposures represent the ‘pieces’ that build both a great team and an unforgettable Primetime matchup.
  • Additional tracks included throughout the campaign run also include N.E.R.D’s “Rock Star” and Clipse’s “Grindin’.”
  • The campaign will continue to air through March 16th, including during NBA Rivals week matchups and each presentation of NBA Saturday Primetime on ABC.

What They’re Saying:

  • Curtis Friends, Vice President of Sports Marketing at ESPN: “We wanted this campaign to tell a story that extends beyond basketball. The NBA has always been a global entertainment powerhouse, and this campaign celebrates that by fusing the energy of the game with music, style, and artistry. Pharrell is a visionary, and his collaboration has helped us craft a narrative that transcends the court, bringing a fresh and dynamic experience for fans to experience NBA Saturday Primetime.”

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Luke Manning
Luke is a fan of all things theme parks and self-proclaimed #1 fan of Joffrey’s Coffee, who lives in Kissimmee, FL