Jay-Z to Promote New Album and NBA Season on TNT
upcoming slate of exclusive Thursday night National Basketball Association
games, and also turn some commercial control over to a number of the
league's top stars.
Jay-Z will create exclusive spots that will not only promote the upcoming
2006-07 NBA season on TNT, but also the rapper's new album, Kingdom Come,
set to be released Nov. 21.
Part of TNT's ongoing "Let the Truth Be Told" marketing campaign, the
eight 30-second spots, which begin airing Oct. 3, show Jay-Z sharing his
"truths" during a interview focusing on core themes such as competition,
talent, stardom and legacy, during a limousine ride through the streets of
New York City. The network also will make an extended director's cut of the
interview available exclusively on its "TNT OverTime" broadband site on
"The new approach to our NBA on TNT promo series is dramatic, smart and
provocative," said Turner Sports creative director Craig Barry. "Using
Jay-Z's own words and powerhouse persona, we wanted to showcase his
sophisticated style to parallel the tenets of sports and music."
He also said the use of entertainers like Jay Z and Ali G, a comedian that
TNT used in last year's NBA spots, allows the network to reach out beyond
traditional fans in an effort to draw in new viewers.
Additional campaign promos will feature spots created by such NBA players as
Shaquille O'Neal, Kobe Bryant and Ben Wallace. The spots will allow each
player to create their own images and scripts for the commercials.
Barry said the players were very enthusiastic about having some creative
input into the spots in which they appear.
"For the most part, the players would give us a concept about what they
thought about the league or how they saw life in the NBA," Barry said. "We
came back and wrote the creative and gave them a number of different options
to choose from before we produced the spot."
While TNT will run the spots in heavy rotation leading up to its Oct. 31
debut of its regular season NBA telecasts, Barry said the players will have
the opportunity to make commercials throughout the season.
"This hasn't been done before, so I think the players are having a good
time coming up with different ideas and concepts," he said.