The NBA has spent the last few decades planting its flag Christmas Day– pretty much the same as the NFL marked Thanksgiving and returns this year with a remake of its flagship film “Jingle Hoops” announcement from 2013.
The new 30-second commercial is more elaborate in its production style, compared to the stripped-down and streamlined live-action original, with hardwood superstars appearing as animated action figures surrounded by retro children’s toys.
So… “Jingle Hoops”, but make it fun.
“Jingle Hoops Regifted,” filled with Easter eggs for die-hard fans and ad nerds, comes from an agency Translationdirector Dave Scanlon and production house Passion Pictures. He makes his debut tonight on TNT during the Emirates NBA Cup East quarterfinal game between the Milwaukee Bucks and the Orlando Magic.
The spot features the legends of the game LeBron James, Stephen CurryAnd Kevin Durantwho also played in the 2013 version, alongside Luka Dončíć of the Dallas Mavericks and Jayson Tatum of the Boston Celtics.
Players send three-pointers through musical nets to the rhythm of “Jingle Bells”, when they are interrupted by Jalen Brunson (New York Knicks), Anthony Edwards (Minnesota Timberwolves), Nikola Jokić (Denver Nuggets), Tyrese Maxey (Philadelphia 76ers) and Victor Wembanyama (San Antonio Spurs).
Controlled chaos ensues, while a toy figure from ESPN Malika Andrews and a figurine of ABC’s Mike Breen comment. Slides, drums, xylophones and sleds provide players with jumping points, literally, for a game of pickup in a toy wonderland.
The festive story aims to “remind you that watching basketball on Christmas Day is a time-honored tradition,” according to Tammy Henault, NBA marketing director. “This year marks the 77th anniversary of NBA games on Christmas Day, and this campaign in particular strikes a nostalgic note for fans who know and love the original ‘Jingle Hoops’ commercial from 11 years ago .”
“Jingle Hoops Regifted,” which continues the NBA practice mixing its icons with emerging talentsis promoting five games on Christmas Day that will air on ESPN, ABC, ESPN+ and Disney+ starting at noon ET. For the first time, there will be an animated presentation of the Spurs-Knicks game, called “Dunk the Halls,” on eSportsN2, Disney+ and ESPN+.
An experiential element of the campaign will send the NBA “Hoopin’ Holiday Bus” to the NBA Store in New York on December 21 and to the Union Square Holiday Market the next day. The bus offers games, photo ops, hot chocolate and giveaways.
Alongside the hero ad, the NBA is releasing a handful of 10-second vignettes, with the campaign spanning out-of-home, digital, audio and social media purchases.
“Jingle Hoops Regifted” is the latest in a long line of memorable tracks. NBA Marketing for Christmas Day games, which traditionally attract a large audience. Previous efforts include Blake Griffin singing “It’s the Dunktastic Time of the Year” behind a grand piano and an impressive rendition of “Carol of the Bells” created with bouncing basketballs from Dwyane Wade, Carmelo Anthony, Russell Westbrook, Joe Johnson, and Dwight Howard. This last place, Goodbye Silverstein and partnersgarnered 8 million views when it was released in 2012.
