- ‘Star Trek: Discovery’ delivers a powerfully political episode Thursday 8:30 PM
- Bowser is taking over Nintendo—and the memes make themselves Thursday 7:02 PM
- California aims to strengthen data breach notification law Thursday 5:37 PM
- Feds say college student operated drug business through gaming app Thursday 4:36 PM
- Trump is again using old videos to claim his border wall is ‘under construction Thursday 4:05 PM
- Laura Loomer led a second protest at Twitter yesterday Thursday 3:37 PM
- The eyes have it in these ‘Alita: Battle Angel’ memes Thursday 2:13 PM
- Facebook let advertisers target users interested in infamous Nazis Thursday 1:58 PM
- Dem senator promises to put net neutrality on the ‘political hot seat’ in coming months Thursday 1:28 PM
- Someone figured out that Toothless from ‘How to Train Your Dragon’ looks just like Bulbasaur Thursday 12:44 PM
- Disturbing Snapchat video shows 17-year-old throwing dog on trampoline Thursday 12:16 PM
- How to watch the new Bon Appetit channel for free Thursday 12:03 PM
- Eminem disses Netflix for canceling ‘The Punisher’ Thursday 11:50 AM
- Florida prisons sued for depriving inmates of music they paid for Thursday 11:36 AM
- Chris Hemsworth will become Hulk Hogan for Netflix biopic Thursday 11:29 AM
The superfan behind the greatest NBA commercial remix of 2014
The NBA’s “BIG” marketing campaign was the greatest thing since “Where Amazing Happens” and needs to be brought back.
A great commercial can be a brands greatest gift and curse, as the NBA learned in 2008.
The marketing campaign was called “Where Amazing Happens,” a collection of stunning photo highlights punctuated by statistics, powerful platitudes, and a gentle piano riff.
The series combined the greatest parts of the NBA, its players and their talent, in the simplest way. But by 2012, “Where Amazing Happens” was stale and the advertising wizards at Goodby, Silverstein & Partners had to reach into their bag of tricks for a new message.
The result was “BIG”: slow motion video clips of the NBA greatest players with a barrage of text on top.
“We like to refresh the brand every five years or so,” the NBA’s Danny Meiseles said in January 2012. “The ‘Big’ campaign is a simple message about our game and where our game is. We felt it was a way to speak about our game in a different way. In trying to figure out where we wanted our brand to go, we kept coming back to ‘Big.’”
Despite the warm reception, “BIG” was scrapped following the 2013 season. So far, Goodby, Silverstein & Partners has yet to fill this void, leaving fans to their own creative devices.
A search through Reddit’s r/NBA turns up more than a half dozen fanmade “BIG” commercials focusing on the Miami Heat’s LeBron James, the Chicago Bulls’s Kirk Hinrich, the Boston Celtics’s Paul Pierce, and the Los Angeles Lakers’s Kobe Bryant.
The latest remix comes from Corey Estimbo (firewaffle), 28, an r/nba subscriber and server from Houston, TX.
After two weeks of compiling the best footage from this year’s NBA playoffs, Estimbo whipped up a minute-long commercial that redditors have called “amazing” and the “best fan made one of these I’ve seen.”
“So I started compiling clips to use. I would take a few minutes a day to comb through the NBA YouTube channel for clips or shots I liked and I would download them. After a week or so, I picked a song and started setting clips to the music. These were mostly placeholders and I would replace clips as I found better ones or newer ones were made available.”
Check out Estimbo’s video below and try not to get pumped for the finals featuring the Miami Heat and San Antonio Spurs starting Thursday.
Screengrab via YouTube
Fernando Alfonso III served as an early Reddit and 4chan reporter and the Daily Dot’s first art director until 2016. He’s gone on to report at Lexington’s Herald-Leader and at the Houston Chronicle.