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The third most-watched video on the NBA YouTube channel isn’t game footage or a dunk highlight reel. It’s a commercial.
“Jingle Hoops” was a 30-second spot released in November 2013 promoting the NBA’s special Christmas edition uniforms and Dec. 25 game schedule. The video features five NBA stars shooting balls into baskets with tuned bells on them in a particular order such that they play the song “Jingle Bells.”
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The league struck gold with the advertisement, which is instantly recognizable more than a decade later. The NBA even released a new animated version earlier this month hoping to tap into that nostalgia.
Part of the original’s allure is wondering how they pulled it off. In the YouTube comments, there is plenty of discourse on that topic, which is exactly what the creators intended.
“We had this debate if it should feel like one shot or not,” producer Benton Roman said. “The drawback to it is you don’t see the [players’] faces… but we decided it would feel more powerful if it felt like it was one shot, that they actually did it.”
Did the players make 25 shots in a row in one take? No. But here’s how they did do it.
The concept originated as a follow to the “Big Color” commercial from 2012, in which five stars dribbled basketballs to the rhythm of “Carol of the Bells.” The league hired director Jonathan Klein, who was familiar working with players, having done the famous Uncle Drew commercials starring Kyrie Irving. “We were tasked with upping the ante,” Klein said.
The producers made a “pre-viz,” which was essentially an animation showing which players’ shots would play which notes. They had to figure out an order that looked cool visually, with balls flying in different directions to engage the viewer’s eye. Additionally, they had to avoid a repeat of a problem from the “Big Color” ad, in which Dwyane Wade only takes seven dribbles while his four peers each dribble at least 26 times.
Eventually, on the 44th version of the pre-viz, they settled on an order and were ready to shoot.
That September, Steve Nash, Stephen Curry and James…
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Author : Sportico
Publish date : 2024-12-24 12:00:00
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