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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