Client
NBA
+
Scope
Film
Don't Miss A Thing
Project Summary
The NBA Playoffs bring the league’s widest fan audience of the year, but attention is fragmented across highlights, social clips, and competing entertainment. Our task was to remind fans that the Playoffs are not just a championship series but a nightly proving ground where every moment can shape a legacy.
Insight
In the Playoffs, attention sharpens. Casual viewers turn into nightly watchers because every game can change the trajectory of a series. The campaign leaned into that urgency, framing the postseason as a continuous chain of pivotal moments that demanded live viewing rather than next day highlights.
Basketball culture is built on moments. One possession can flip a series. One buzzer beater can define a career. The NBA Playoffs are where those moments matter most, and where the difference between a fan and a witness is whether you saw it live.
Execution
The words of Aerosmith's hit song, "I Don't Want to Miss a Thing", became a perfectly nostalgic calling card for the NBA Playoffs all postseason long.
Because when the NBA Playoffs come around, with great games on every night and shining stars on every stage, you can't help but be pulled in to watch – no matter where you are in the world.
Results
“Don’t Miss a Thing” cut through one of the most crowded sports advertising environments of the year. In clutter testing against major advertisers and even the NHL’s playoff campaign, the work delivered 92 percent total commercial recall among NBA fans, outperforming State Farm at 85 percent and Domino’s at 82 percent.
Beyond recall, the campaign delivered strong emotional lift with key growth audiences. Gen Z fans, Black fans, younger casual viewers, and women 55 plus showed the strongest gains in reporting they liked the NBA more after seeing the film.
