Basketball Game Ads

In 2007, the National Basketball Association released a dramatic ad campaign with the supposed aim to make the sport of basketball seem more grandiose and magnificent. The television advertisements in this campaign call attention to influential people and specific moments in the world of basketball. The commercials end with the NBA logo followed by the phrase “Where amazing happens.”. Set to the popular piano piece Everyday by Carly Comando, the aesthetic these ads present is able to make the audience think about the game of basketball in an entirely different way. In a way that perhaps only the fans see it. Now, the subject matter of this ad campaign has nothing to do with the topic at hand. In fact, it is the format of these commercials that are of major importance. By using dramatic visuals, slow piano music, and a unique catchphrase, these ads can be very effective at portraying the emotions basketball fans feel towards their sport. If someone were to adapt this exact

“It’s a triple man boost!”, shouts an announcer as a player hops from one man’s head to another. “This is so cheeky”, says another commentator. The crowd laughs, taken by surprise. Amid the chaos of tournament play, Counter Strike players never forget why they are there: to entertain the audience. In another clip, titled “Where Unexpected happens”, a player accidentally falls to his death from his position at the topside of a ladder. This causes even the commentator to chuckle. In the comments section of the video, YouTube user TheWarOwl asks “Is it strange I remember every single one of these events like it was yesterday?” Moments like these are almost entirely lost in mainstream American sports. An audience knows exactly what to expect when it comes to their sport. The rules are very strict, and leave little room for creativity. As a genre, E-Sports have taken the framework of modern sports and have totally redefined what is