Social Media Week is headed to NYC this May 12–14! Register before December 16 to save 50% on your pass.
The NBA has spent the past few decades planting its flag in Christmas Day—much the same as the NFL has staked out Thanksgiving—returning this year with a remake of its seminal “Jingle Hoops” ad from 2013.
The new 30-second commercial is more elaborate in its production style, versus the stripped-down and streamlined live-action original, with hardwood superstars showing up as animated action figures surrounded by kid’s retro playthings.
So…“Jingle Hoops” but make it toyetic.
“Jingle Hoops Regifted,” filled with Easter eggs for diehard fans and ad nerds, comes from agency Translation, director Dave Scanlon, and production house Passion Pictures. It debuts tonight on TNT during the Emirates NBA Cup east quarterfinal matchup between the Milwaukee Bucks and the Orlando Magic.
The spot features legends of the game LeBron James, Stephen Curry, and Kevin Durant, who also starred in the 2013 version, alongside Luka Dončíć of the Dallas Mavericks and Jayson Tatum from the Boston Celtics.
The players sink three-point shots through musical nets to the tune of “Jingle Bells,” when they’re interrupted by Jalen Brunson (New York Knicks), Anthony Edwards (Minnesota Timberwolves), Nikola Jokić (Denver Nuggets), Tyrese Maxey (Philadelphia 76ers), and Victor Wembanyama (San Antonio Spurs).
Controlled chaos ensues, while a toy figurine of ESPN’s Malika Andrews and a bobblehead of ABC’s Mike Breen provide commentary. Slides, drums, xylophones, and sleds give the players jumping off points, literally, for a pickup game in a toy wonderland.
The festive storytelling aims to be “a reminder that watching basketball on Christmas Day is a time-honored tradition,” according to Tammy Henault, the NBA’s CMO. “This year marks the 77th year of NBA games on Christmas Day, and this campaign in particular leans on a nostalgic note for fans who know and love the original ‘Jingle Hoops’ ad from 11 years ago.”
“Jingle Hoops Regifted,” which continues the NBA’s practice of mixing its icons with emerging talent, hypes five games on Christmas Day that will air across ESPN, ABC, ESPN+, and Disney+ starting at noon ET. For the first time, there will be an animated presentation of the Spurs-Knicks game, dubbed “Dunk the Halls,” on eSportsN2, Disney+, and ESPN+.
An experiential piece of the campaign will send the NBA “Hoopin’ Holiday Bus” to the NBA Store in New York on Dec. 21 and the Union Square holiday market the next day. The bus features games, photo ops, hot cocoa, and swag.
NBA and agency partner Translation drop a star-studded ad with Michael Imperioli, Rosario Dawson and six of the league
Along with the hero ad, the NBA is releasing a handful of 10-second vignettes, with the campaign spanning out-of-home, digital, audio, and social media buys.
“Jingle Hoops Regifted” is the latest in a long line of memorable NBA marketing for Christmas Day games, which traditionally draw large viewing audiences. Previous efforts have included Blake Griffin crooning “It’s the most dunktastic time of the year” from behind a grand piano and an impressive rendition of “Carol of the Bells” created with bouncing basketballs from Dwyane Wade, Carmelo Anthony, Russell Westbrook, Joe Johnson, and Dwight Howard. The latter spot, from Goodby Silverstein & Partners, snagged 8 million views when it dropped in 2012.
Enjoying Adweek's Content? Register for More Access!
Recommended articles