On the heels of Translation winning the NBA AOR, Sprint wanted to use the agency to integrate it’s ALL STAR spokesman Kevin Durrant into an existing campaign.
The existing campaign needed a physical rate plan cut in two. The NBA deal meant there had to be basketball DNA through out the spot. Durrant’s team at RocNation wanted their star to have a raised sophistication.
The ever dapper KD LAW took the court and made all parties happy.
The ask was a :30, that became a :60 spot that was introduced by hosts Charles Barkley and Kenny Smith during the live halftime of the event.
Impromptu scripts were filmed to maximize downtime, leaping from social to broadcast.
The social component won the internet, beating an SNL anniversary and WalkingDead debut.
