Ahead of the NBA Conference Finals, which begin tonight (May 19th), the Basketball Association will join former championship champions and notable basketball fans in toasting the playing teams, which begin on June 6th. He gave his outlook for the NBA Finals season.
Three-time NBA champion Dwyane Wade appears in the film alongside NBA champions Ray Allen, Magic Johnson, and Isiah Thomas. Newly signed WNBA Chicago Sky players Camila Cardoso and Ashley Reese. Play-by-play announcer Mike Breen. Celebrities who are basketball fans, including Queen Latifah, Ken Jeong, and Jimmy Kimmel.
The campaign video cuts between shots of Wade practicing his speech in the mirror before the formal toast, and shots of the party itself as he and the crowd toast to the upcoming season.
“Toast” emulates Baz Luhrmann's film adaptations. great gatsbyHowever, the theme is basketball. Consider things like a basketball hoop that doubles as a chandelier, an ice sculpture replica of a championship trophy, or a close-up photo of an NBA legend's bejeweled championship ring.
It's also full of references to iconic moments in NBA history and taps into the brand's fan base. Breen humorously interrupts Wade's speech with his famous “bang!” sound. line; Allen sitting in the corner is a tribute to his three-point shot by the famous corner in the 2013 NBA Finals. And Johnson threw a napkin at Chung for his signature no-look pass.
The Toast was produced in collaboration with creative agency Translation and directed by Dave Radin. The film is currently live on the NBA's social media platforms and his NBA app, and will make its television debut during tonight's conference finals. Its reach will be further expanded through outdoor, digital, audio and print runs, as well as a pop-up activation at New York's Governors Ball Music Festival in early June.
