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.
Hellmann’s Super Bowl commercial “When Sally Met Hellmann’s” brings together Billy Crystal and Meg Ryan--35 years after the 1980s’ hit rom-com When Harry Met Sally, evoking timeless flavor and nostalgia with the iconic line: “I’ll have what she’s having.” Reprising their beloved roles of Harry and Sally, the duo hilariously recreates the film’s unforgettable scene in Katz’s Delicatessen, with a deliciously creamy twist, thanks to Hellmann’s mayonnaise.
The :30 commercial finds Sally sitting across from Harry, wearing his classic cable knit fisherman’s sweater, celebrating their anniversary over a traditional deli lunch. Sally is displeased with her turkey sandwich until she adds a generous squeeze of rich and creamy Hellmann’s mayonnaise that adds mind-blowing flavor so palpable that the rest of the patrons can’t help but notice. So much so, award-nominated actress and producer, Sydney Sweeney, takes notice, delivering the famous line, “I’ll Have What She’s Having.”
This is a :60 version of the spot which was created by agency VML and directed by Jake Szymanski. (The :30 is slated to run during the second quarter of the Super Bowl.)
