Forget anything from the Super Bowl. Forget that sentimental Chevy ad with Ray Charles’ rendition of “America the Beautiful.” Yes, even forget all the real good times we had with Pitbull’s Dr. Pepper spot.
I’ve found my favorite advertisement of the year: MSG Network‘s season-opener promo for New York Knicks games.
I do not claim to be a huge Knicks fan, but I’ve liked Amar’e Stoudemire ever since Will Leitch featured him in a New York magazine article shortly before his first season with the team. (Let’s be real: It’s the goggles.)
I do claim to be a huge Marvin Gaye fan. I’m fascinated by everything surrounding his music, his life, his death and his amazingly brilliant 1971 concept album. Marvin Gaye sang the classics. Who hasn’t belted “Ain’t No Mountain High Enough” at the top of their lungs? (Or is it just me?) He was a cornerstone of Motown records and, in my eyes, a complete musical genius.
But this ad isn’t just terrific because it combines two pretty cool people. It’s brilliant because it gets right at the emotions of hardcore NBA fans in a post-lockout world.
You’ve been trying to hold back this feeling for so long, as the song says. You’ve wanted so badly to head to the Garden, cheer for the Knicks, watch Amar’e and ‘Melo.
But you couldn’t.
The lockout is over! The Knicks are back! Let’s get it on!
If this was just another ad promoting the start of another season, it might not have the same effect. But NBA fans have never been so ready to get the games started, and the ad appeals to those heightened emotions.
What did you think of the ad? Did it get you excited about the NBA’s return? Did you just enjoy hearing some smooth Marvin Gaye tunes? Have you seen any other effective examples of teams getting their fanbases excited for the start of the season? Let me know what you’ve seen!
(Credit to this tweet from Arthur Triche, VP of Public Relations for the Atlanta Hawks, for tipping me off to the video.)