RIDE ALONG

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.