The first spot in ESPN's “A Champion Will Rise” campaign to promote ESPN and ABC NBA Playoff coverage will launch on Monday. In the spot, Oklahoma City Thunder star forward Kevin Durant sits on the rafters at the Chesapeake Energy Arena imagining the day a championship banner will fly in the arena.
“A Champion Will Rise” captures the emotion of an athlete striving to raise his game during the playoffs while earning a place in championship history with other NBA legends. Durant is the NBA's second leading scorer at 27.8 points a game, trailing only Kobe Bryant (28.1)
“This is where the banners hang,” Durant said from the high perch. “This is where teams write their history. This is where they tell you who they are.
“When I look around here, I don't see a team with nothing to say. I see a team that is ready to make a statement.”
The spot was developed with Wieden + Kennedy New York advertising agency. Additional spots in the “A Champion Will Rise” campaign will be released in the coming weeks. The playoffs begin on ESPN and ABC on April 28.