Buck + Goodby, Silverstein and Partners: “Where Amazing Happens”

The new “Where Amazing Happens” campaign for the NBA isn’t what you think of when you see Buck in the animating credits. But they definitely deserve props for working hand-in-hand with Goodby, Silverstein and Partners to create a series of understated, mature, clever spots that stand out because they refuse to employ all the played out “urban” clichés that dominate most basketball-related spots.

I especially love how the players’ body parts are used as punctuation or as stand-ins for copy. The whole campaign is kind of an inside joke, a nod to true fans without being condescending or inaccessible to others.

I know a lot of you won’t “get” this—my excitement for this campaign certainly reveals my bias went it comes to the role of writing in advertising—but I urge everyone to check it out with an open mind.

Full credits here