ESPN Creative Works tasked MaggieVision Productions to come up with a spot to promote Universal Pictures' Ride Along while also educating viewers about the slate of NBA games on ABC and ESPN on Christmas Day. Tapping into the chemistry between Ice Cube and Kevin Hart in the film, the creative team paid special attention to Kevin's desire to be accepted by Ice Cube and be seen as one of the guys.
To cut through the clutter of holiday themed promotions, the creative team decide to focus on a "Christmas Wish". In this case, Kevin's desire to be "a little bit taller" and play in the NBA on Christmas Day. Skee-Lo's iconic mid-90's anthem, "I Wish" was the perfect song to work with, as everyone knows the chorus and it worked very well for Kevin's character.
2021 ESPYS: RODGERS REPORT
2021 NFL HONORS
TIME: KID OF THE YEAR
2019 NBA FINALS OPEN
From Bill Russell to Michael Jordan to Lebron James, the NBA Finals have delivered some of the brightest stars and biggest moments in sports history. This year, each game opened with a tribute to how the game has impacted so many fans, both domestically and around the world.
2019 ARTHUR ASHE AWARD - BILL RUSSELL
Bill Russell legacy on the court cannot be matched. 11 NBA Championships, NBA Hall of Fame, NBA All Time Team, the list goes on. Beyond his accomplishments on the court, his contributions to society were equally as notable. Bill's courage in the face of hatred during his playing career earned him another honor, the 2019 Arthur Ashe Award.