Ad and design firm 72andSunny has just come out with a new ad campaign for basketball apparel company AND 1 that provides an intimate look at up-and-coming NBA player Monta Ellis, point guard and shooting guard for Oakland’s Golden State Warriors (Monta is also quoted in the press release below.)
72andSunny designed the Monta Ellis/AND 1 website, retail materials, and produced 13 spots viewable online at http://www.and1.com/monta. The commercials broke on ESPN2 yesterday. The ads are shot in a documentary style and star Monta and his close-knit circle of friends and family, and were shot during the player’s annual family reunion in Jackson, Mississippi.
The commercials, like Monta himself, are down-to-earth and genuine, and are refreshingly different than typical slick and overproduced sports advertising campaigns.
The spot "Quickness" looks at from whom Monta Ellis inherited his ability.
Airdate: Web: Oct. 8, 2007; TV: Oct. 17, 2007
Ad Agency: 72andSunny / Los Angeles, CA
Creative Director: Glenn Cole
Art Director/Copywriter: Jeff Beberman
Executive Producer: Sam Baerwald
Producer: Elisa Orbsurn
Brand Manager: Brad Bigelow
Production Company: Greenpoint Pictures / Brooklyn, NY
Director: Michael Kuhn
Executive Producer: Michael Kuhn
DP: Niles Roth
Where Shot: Jackson, Mississippi
Editorial Company: Mad River Post / Santa Monica, CA
Editor: Victor Brown
Executive Producer: Gary Ward
Producer: Tim Kirkpatrick
Postproduction: Riot / Santa Monica
Colorist: Crash Carlucci
Visual Effects: Sway / Culver City, CA
Artist: Ben Looram
Audio Post: POP Sound / Santa Monica, CA
Mixer: Zac Fisher
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