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The NBA Launches Star-Studded "The Toast" Campaign for 2024 Finals




As the 2024 National Basketball Association (NBA) Playoffs heat up, the league has unveiled an electrifying new campaign to promote the upcoming NBA Finals. Titled "The Toast," this cinematic ad celebrates the pinnacle of the basketball season with an A-list cast of stars from sports, entertainment, and music.


A Glamorous Gala Hosted by Dwyane Wade

At the center of "The Toast" is NBA legend and three-time champion Dwyane Wade , who hosts an elegant gala inviting one and all to raise a glass to the NBA Finals. The spot opens with Wade delivering a tribute that honors the iconic moments and figures that have defined the championship journey.


"As the Playoffs near a close, we are arriving at the pinnacle of the NBA season: the NBA Finals," said NBA Chief Marketing Officer Tammy Henault . "This campaign aims to capture the gravity of the moment and celebrate the season behind us while building anticipation for the excitement that lies ahead."


A Star-Studded Guest List

Wade is joined by a star-studded roster of guests at his glamorous affair. The campaign features appearances from:


  • Basketball greats like Ray Allen, Magic Johnson, and Isiah Thomas

  • Entertainers such as Ken Jeong, Jimmy Kimmel, and Queen Latifah

  • Rising WNBA stars Angel Reese and Kamilla Cardoso

  • ESPN's iconic play-by-play voice Mike Breen, who uses his signature "Bang!" call


This ensemble cast gathers to toast "the season that was and the champions to be," capturing the convergence of sports, culture, and entertainment that the NBA Finals represents.


Building Anticipation Globally

The "Toast" campaign will be translated into 14 languages and air in 214 countries and territories around the world. It aims to build excitement not just domestically but on an international scale befitting the global phenomenon of the NBA Finals.

Complementing the flagship video will be out-of-home ads, digital activations, custom content with celebrities and creators, fan sweepstakes, and more. The league is even planning a pop-up event at the Governors Ball Music Festival in New York from June 7-9.

"The campaign will be accompanied by a comprehensive print, digital, and audio rollout with high-impact placements like out-of-home ads in over ten U.S. cities and at major events," said Henault.


The Finals Tip Off June 6

After the star-studded "Toast" builds anticipation, the 2024 NBA Finals presented by YouTube TV will tip off on June 6th on ABC.


The Conference Finals matchups are set, with the Boston Celtics taking on the Indiana Pacers in the East and the Minnesota Timberwolves facing the Dallas Mavericks in the West.


As the playoff journey culminates, the NBA is aiming to capture the magic and grandeur of the Finals through the lens of "The Toast." With an iconic host, celebrity cameos galore, and a global marketing blitz, this campaign is setting the stage for the league to crown a new world champion.


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