press release
NBA 'Playoffs'
Eyeball and Expansion Team Deliver "24 Seconds to Live" for the NBA
Starring The Black Eyed Peas and an all-star cast of celebrities, dancers and athletes.
To raise awareness for ESPN's upcoming broadcast of the NBA playoffs and NBA Finals, ad agency Wieden + Kennedy New York and director Brian Beletic of production company Smuggler teamed with The Black Eyed Peas and an all-star cast of celebrities, dancers and athletes for a 4-spot TV campaign titled "24 Seconds to Live". Adding to the mix was New York-based design firm Eyeball who provided additional graphic elements and type treatments to complement the theme of an elapsing shot clock that backs BEP frontman will.i.am throughout the campaign.
"Extra bling was applied to all of the graphics that we created using Trapcode's 'Starglow' plug-in, which created a unique and organic lens flare effect," added associate creative director, Julian Bevan. The campaign's musical celebration of the NBA states its theme loud and clear from the outset: "In this competition, there's no room to lose/ so facing the opposition is what I'm gonna do/ I've got 24 seconds to live/ and 200 percent is what I'm gonna give." As the clock counts down from 24, the action heats up. In addition to other members of the band, an all-star cast of dancers, athletes, cheerleaders and celebrities such as Carlos Santana join in a musical celebration of the NBA.
