The National Basketball Association commemorates Martin Luther King Day and Black History Month with an inspiring commercial which pairs audio of the Rev. Martin Luther King Jr.’s monumental “I Have A Dream” speech with black & white footage of iconic “firsts” from the NBA’s storied history of racial and cultural breakthroughs. From the 1950 signing of Chuck Cooper, the league’s first African-American player, to the great Bill Russell being named coach of the Boston Celtics, to Violet Palmer, the first female referee in men’s professional sports, to the high-profile 2013 coming out of Jason Collins, the NBA’s first openly gay player, the new broadcast film takes viewers on a breathtaking journey through some of the most significant basketball moments of the past 60 years.
Titled “Barrier Breakers,” the spot was created by NBA advertising agency, Translation. The footage was edited by Dayn Williams of Cut+Run.
Credits
Client NBA Agency Translation John Norman, chief creative officer; John Greene, chief strategy officer; Betsy Decker, executive creative director; Matt Comer, art director; Amir Farhang, Andy Ferguson, copywriters; Miriam Franklin, director of content production/EP; Philinese Kirkwood, associate producer; Tim Flood, head of brand strategy; Lindsey Neeld, strategist; Matt DeSimone, project manager. Editorial Cut+Run Dayn Williams, editor; Adam Bazadona, assistant editor; Rana Martin, post exec prducer; Jean Lane, post producer. VFX Sibling Rivalry Matt Tragesser, creative director; Gabe Darling, animator/compositor; Maggie Meade, exec producer; Joanna Fillie, head of production; Tracey McDonough, post producer. Post Company 3/Method Rob Sciarratta, colorist; Carmen Maxcy, Flame artist. Audio Post Heard City Phil Loeb, Evan Mangiamele, mixers; Gloria Pitagorsky, exec producer. Music Trackmasters.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
