WongDoody—the Seattle-based agency that brought that city’s SuperSonics to fans’ homes through award-winning humorous ad work a couple of years ago —now takes a slightly different creative tack. This time, the NBA team is inviting the local community into its home, Key Arena, in a four-spot campaign.
"Rec League" opens with a coach encouraging his team of young boys and girls, just prior to the tip-off of what looks like a "little league" basketball game. The children huddle for a group cheer, then "the starters" head for the school gym’s center court. A Sonics banner fills the screen. Breaking through it come members of the pro team, including seven-foot-tall center—and former New York Knicks star—Patrick Ewing. Talk about your mismatches.
The NBA stars predictably dominate the proceedings, which play out in comic fashion. Grown men dunk the basketball over tykes’ heads, congratulating each other after blocking the kids’ shots. Youngsters on the bench look on in disbelief, as do the fans. The action, though, is playful and tongue-in-cheek as the Sonics celebrate their on-court success. In one scene, a little girl hangs onto Ewing’s leg in a futile attempt to impede his progress to the basket.
But the laugher of a game doesn’t preclude the Sonics from getting some heat. The team’s coach, Paul Westphal, sternly warns a player, "Next time she gets a rebound, you’re comin’ out—you understand?" (Ironically, Westphal recently found himself "out"—fired following the team’s slow start and a much-publicized dispute with Sonics star guard Gary Payton.)
A super over a red background simply reads: "Games are better in Key Arena." The :60 then cuts to exciting game footage of the Sonics in action, followed by supers with the phone number for tickets, and the team logo.
Other spots in the campaign are "Dance Team," "Blimp" and "Prize Cannon." In the first, the Sonics’ high-energy dancers/cheerleaders disrupt a local senior citizens’ aerobics class. "Prize Cannon" shows two players visiting local neighborhoods, launching free Sonics T-shirts to the residents, with unfortunate results. And in "Blimp," two Sonics ineptly operate a remote-controlled mini-blimp—like the one that hovers inside Key Arena—accidentally destroying the neighbors’ outdoor wedding ceremony.
"To show that the games are better in Key Arena, we removed each element of the arena experience, one by one, and put it outside the arena," related agency president Pat Doody. "It’s startling and absurd to see each of these things out of context, which grabs the viewers’ attention. Hopefully, this also makes the viewers laugh—and buy tickets."
WongDoody creative director Tracy Wong added: "We like the humor that comes from placing athletes in everyday settings, and it continues the message we’ve been building for the Sonics over the years. The interaction of the players within the community feels personal, yet creates a comic contrast. The players are seen as the great, friendly guys they really are, which makes them more accessible to fans."
The WongDoody creative team consisted of creative director Wong, assistant creative director John Schofield, senior art director Mark Watson, senior copywriter Dean Saling and freelance agency producer Craig Potter.
Potter, Saling and Watson co-directed the campaign via Seattle-based production company Lenz Films. Potter, who served as head of production at WongDoody for two years, left that staff position in September and gained representation as a director through Lenz Films.
Brad Lenz of Lenz Films served as executive producer, as well as producer, on the package of spots. Each commercial was shot by two DPs: Shane Kelly and Bruce Donelan.
The campaign was edited by freelancer Wes Plate via Modern Digital, Seattle. Zach Paul and Bruce Bolden of Modern Digital served as online editor and colorist, respectively.
Sound designer was Vince Werner of Clatter & Din, Seattle.
