NBA - Richard Hamilton's Tour

This commercial is one of the many in the new NBA campaign for "Where amazing happens.".

Description:
Our mini tour bus, which brings its tourists ( as well as ourselves), on an up - close and personal look at a number of important players in the NBA, now finds a spot on the free throw line alongside Richard Hamilton. Our tour guide begins to describe the incredible pressures Rick might have to endure as the fate of the score relies on his ability to make his free throws while facing the distractions of the crowds. The tour guide begins to find it difficult himself, to find words to describe the situation as he too is faced with distractions from an excited tourist.

Meaning of the Advertisement:
This ad does a good job of describing what any basketball afficionado longs to see during a great game. It brings the game to one's living room and in a way that only the NBA can bring you to your favorite players. Uses humor in an informative way to reach even those who aren't specifically well informed of the Rick Hamilton or of basketball.

Target Consumers:
Basketball aficionados or even sport fans in general. Mostly males ranging from young adults (19) to older adult males (35). Does not exclude others such as women or non- basketball followers because of their informative manner and relatable use of humor.

Product Benefit:
By following the NBA one can enjoy the many exciting moments that can occur during a game.

Consumer Belief:
By finding and relating to some incredible qualities in NBA's finest players, one can enjoy the excitement of becoming a fan and sitting in to see where something amazing can happen. The consumer can relate and feel empathy towards a specific athlete and feels informed and active when watching basketball.

Tone of Voice:
Humorous and informative. The use of the tour guide allows the character to inform you of the specific player. However, his appearance as well his witty comments and actions make the ad funny and relatable.