The NBA is leaving no demographic groups untouched as it continues to ramp up marketing for the 2010-11 season. For the second season it’s putting significant marketing efforts to gain the attention of the Hispanic audience. About a week ago two new TV spots “Tow Truck” and “Kiss” united by the slogan “Guarda Tu Pasión” (“Save your passion”) were launched.
The idea of those video ads is that Latinos never hold back emotions for their team. “Guarda Tu Pasión” shows how Latinos prioritize their energy strictly for the NBA season.
Those TV spots aired on Telemundo, Telefutura, Galavision, Mun2, MTV3, ESPN Deportes, Fox en Espanol and Discovery en Espanol. Support included Internet at such sites as Yahoo! sports, Fox sports, Univision.com and Batanga.
According to the NBA the number of Hispanic fans grew 9% between 2008 and 2009, and viewership by Hispanics increased 17% during the 2009-10 season versus the prior year’s season versus a year ago, and the NBA on ESPN Deportes was up 57% in unique viewers.
Released: October, 2010
Advertising agency: Bromley Communications, San Antonio, Texas, USA
Country: United States
Creative Director: Benjamin Jara
Copywriters: JonErick Jaimes, Andrés Pedraza
Director: Pipe Ybarra
Production House: Whiskey Films