BUDWEISER REMINDS EVERYONE TO
CELEBRATE THE REAL MVPS ON MOTHER’S DAY
As the official sponsor of the NBA, we saw the chance to leverage Mother’s Day, a holiday not traditionally associated with sports, to communicate something very true to the brand. By making a heartwarming statement about the special bond NBA athletes share with their mothers, we raised our Buds to the moms who keep raising the bar.
WHAT WE DID
Our idea was to apply classic motherly advice to the on-the-court action of a basketball game. “Always share,” in this context, means Rajon Rondo nailing a behind the back assist. “Treat others the way you’d want to be treated”is exemplified by Lebron James consoling his opponent, Victor Oladipo, after Cleveland knocked Indiana out of the playoffs. These players never forgot what their mothers told them, and they’re able to put that on display for all of us to see.
HOW WE DID IT
We featured Kevin Durant’s famous “you da real MVP” speech—in which he extolled all the ways his mother supported him growing up—and enlisted the real MVP herself, Wanda Durant, to be the narrator and anchor of the video. We worked with the league to feature footage of active players—a tremendous breakthrough for any brand—including clips from that same month’s playoff games.
We were able to capture the attention of fans on Mother’s Day by airing the :30 version twice during the NBA games as a TVC. The full video debuted across Budweiser’s channels and in the press —allowing the brand to take over the holiday in a unique and unexpected way.