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Covers Make a Splash in NBA Finals Television Spot Produced by Spike Lee
PHILADELPHIA (June 24, 2009) — Pennsylvania advertising agency Neiman Group designed three NBA 2K10 video game covers featuring Los Angeles Lakers star Kobe Bryant. Fans voted online at 2KSports.com to choose the official cover – a jersey-tugging, chest-pumping Bryant.
"In terms of basketball video games, 2K Sports is simply the premier brand, so when they approached us about designing their new cover featuring Kobe Bryant, of course we were excited to work with them," said Hutson Kovanda, Executive Creative Director at Neiman Group. "2K is a brand that everyone in the industry would love to work on and, indeed, 2K Sports could have asked anyone to design the cover.
"I think it speaks volumes about Neiman Group's capabilities that they asked us to design the cover. The fact that their TV spot with Spike Lee features our work is simply icing on the cake," Kovanda added.
Kobe Bryant was officially unveiled as the featured athlete on the cover of NBA 2K10 during the pregame of NBA Finals Game 1 in a 30-second spot (www.2ksports.com/vote/) produced by Spike Lee. For the online voting, there were actually four choices, including Spike Lee's favorite: Kobe as a Knick.
All the cover choices (except the Kobe Knicks version) were designed by Joe Barry, a senior designer with Neiman Group. This is the latest partnership between 2K Sports and Neiman Group. Last year, Neiman Group created a dynamic TV campaign featuring Dennis Leary to support the launch of 2K's Major League Baseball video game.
Fans chose the Kobe chest-pumping cover as the official version for "NBA 2K10."
The Spike Lee TV spot features Lee revealing his personal versions of alternate NBA 2K10 covers featuring Knicks players like Al Harrington, Nate Robinson, Wilson Chandler, Chris Duhan and even Spike Lee himself, in Knicks gear. But at the end of the spot, Lee says, "All right, Kobe got game, so 2K, if you gotta use him, at least put him in the orange and black." Lee then reveals what became the eventual fan-voted official version of the NBA 2K10 cover, except Lee's version featured Bryant in a Photoshopped Knicks jersey.
About Neiman Group
Neiman Group creates powerful brand experiences that move people in distinctive ways and unexpected places. With offices in Philadelphia and Harrisburg, Neiman Group builds and revitalizes brands through digital, PR and advertising services with national and regional partners that include Capital BlueCross, Exelon Corp., Hershey Trust, PA Dept. of Health Anti-Tobacco Program, PA Wine and Spirits Stores, Trex Company, Troegs Brewing Company and Villanova University.