April 18, 2008

By By Chris M. Walsh, N.Y.

The National Basketball Association (NBA) is ramping up its playoff season marketing efforts with a new television ad campaign, "There Can Only Be One," directed by acclaimed music video directors Jonathan Dayton and Valerie Faris.

The campaign features more than 40 NBA superstars and kicks off with the playoffs tomorrow (April 19). It will be first time all three networks carrying NBA games (TNT/ABC/ESPN) run the same playoff spots.

Dayton and Faris were behind video shoots for such artists as Janet Jackson, R.E.M., Smashing Pumpkins, Britney Spears and Red Hot Chili Peppers, as well as films like "Little Miss Sunshine."

San Francisco-based advertising agency Goodby, Silverstein & Partners tapped the duo for the campaign, an extension of the NBA's regular season "Where Amazing Happens" effort, which featured songs from a range of artists including Radiohead, One Republic and Great Northern.

Subscribe to Billboard magazine today!