Sony Interactive Entertainment Gets Ballers Ready for the Court in NBA Campaign

December 8, 2023

Sony Interactive Entertainment, the maker of the PlayStation brand of products, in collaboration the top-rated NBA video game simulation series NBA 2K24, is helping fans improve their skills both on and off the courts with its latest ad campaign titled, 'Get Ahead of the Game.'  

In the :30 anthem video, created by adam&eveDDB NYC, Portland Trailblazers star rookie and 3rd overall pick in the NBA draft, Scoot Henderson, shows that he’s no ordinary rookie – that’s because he’s already experienced all the league has to offer with NBA 2K24 on his PlayStation 5.

The new ad features a voiceover from none other than NBA legend and sports caster, Shaquille O’Neal, and shows how fans and NBA players like Scoot Henderson alike use NBA 2K as a tool to improve their skills on the court, as well. The ad sees Scoot bounce between the NBA court, and the classroom as his career has unfolded with multiple rings on NBA 2K24 on PS5.

Kitao Sakurai – best known for his experience in both feature and commercial productions such as Bad Trip, Dave, The Eric Andre Show, Twisted Metal – directed the spot which launches on December 4th and runs through December 31st.

The integrated campaign will include national broadcast, connected TV, as well as social and digital executions.