In Depth

NBA, ESPN Roll Out Playoff Promos

The NBA and ESPN have collaborated for the first time on a 20-commercial campaign designed to promote the National Basketball Association playoffs.

The ad concept, titled “There Can Be Only One,” has rival players such as Kobe Bryant and Shaquille O’Neal reciting the same script, each with half his face shown in split-screen. Athletes featured include Kevin Garnett, Dwight Howard, LeBron James and Chris Paul.

The companies plan to produce new ads with more players as different rivalries develop based on team match-ups in the playoffs.

The spots, available for preview here, will run as part of a multiplatform campaign on ESPN networks and in print, radio, online and outdoor format.