Newsletter
NBA and Van Halen Greet the 2024-25 Season
Might as well jump. Go ahead and jump!
The ’80s are bouncing back stronger than ever these days.
First, Loverboy remade “Working for the Weekend” as an IHOP jingle. Now, Van Halen’s “Jump” serves as the soundtrack to Translation’s star-studded NBA tip-off spot.
There are almost too many league stars and cultural cameos to take in. We get: Bam Adebayo, Luka Dončić, Anthony Edwards, Kawhi Leonard Jayson Tatum, Victor Wembanyama, Kelly Rowland, Kai Cenat and Drew Afualo.
Might as well watch the :70 below. Go ahead and watch:
Luka steals it, perched on the net like a brand-boosting angel, blessing the celebs and fans flocking to the court.
Here’s the BTS reel:
“Last season’s tip-off creative was really player-focused—it highlighted the hard work and preparation that goes into competing at the highest level,” NBA CMO Tammy Henault tells Muse. “This year, we wanted to take an approach that invites the entire NBA community and shine a spotlight on what makes our league so unique—the inclusivity of our game and the global diversity of our players and fans.”
To accomplish that mission, “the creative shows that it’s not just the players getting in on the fun and anticipating this season,” she says. “We see celebrities plus fans of all ages, of all 30 teams, storming the floor to showcase the level of entertainment people expect from NBA action every night.”
Indeed, the ad, directed with great timing and energy by Mike Warzin, vividly captures the league’s vaunted status. It’s a key driver across all relevant demos, woven into the fabric of fashion, entertainment and tech.
The crew shot over two days at the Bellagio Hotel in Las Vegas “while simultaneously filming our upcoming creative for the Emirates NBA Cup,” says Hanault. “We built a regulation-size court from scratch in a ballroom and had more than 100 extras on hand to create the stampede.”
It’s impressive stuff, propelled by the synth stylings of Eddie VH and company.
“When coming up with the concept, we wanted to pair it with a soundtrack that would match that feeling of anticipation you get as a game tips off, inviting everyone to join in on the moment,” Henault says.
Well, they can put a big fat check in that box. Plus, nostalgia appeals are always smart plays.
