The National Basketball Association (NBA) announced its seasonlong Spanish-language marketing campaign, "Todos Arriba." The campaign will celebrate the NBA’s global community, calling on fans around the world to get up and show their team spirit for the season ahead. The multiplatform campaign will include a series of television commercials, print and online advertisements, and integration across all of the league’s digital platforms, including NBA TV, NBA.com, mobile and social media assets, throughout the season.
The Spanish-language campaign debuted its first spot, "Todos Arriba," narrated by international Latin artist Henry Santos during the NBA preseason on Oct. 23. Best known for his time with the bachata group Aventura, Henry’s first merengue single in 16 years, "La Vida" featuring Maffio, reached No.1 in the Billboard tropical charts in the United States this past summer.
"We are all united by our love of the game, and the new 'Todos Arriba' campaign captures the passion, dedication and endless contributions of the global NBA community," said NBA Chief Marketing Officer Pam El. "With tremendous momentum heading into the season, we look forward to engaging both our avid and casual fans like never before."
The new clip opens to music legend Ray Charles' "What’d I Say Pt. I & II," set to a sequence of quick-cutting footage showcasing the expansive NBA community – players, coaches, team staff, arena employees, fans, and families, among others. Throughout the season, Spanish-language spots will air nationally on ESPN Deportes, Telemundo, Fox Deportes, EstrellaTV, Discovery en Espanol, nuvoTv, Azteca America, and Mun2. The spots will also run on regional sports networks, league and team social media platforms, in-arena and internationally.
The English-language version of the spot, "Roll Call," was narrated by GrammyAward-winning artist and actor Common, and debuted during the NBA Global Games Rio 2014 preseason contest between the Miami Heat and Cleveland Cavaliers on Saturday, Oct. 11. In the coming weeks, localized team "Roll Call" spots will launch on regional sports network, in-arena and on digital platforms.
Check out "Todos Arriba" below, featuring the lovely voice of Henry Santos!
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