TORONTO, Canada — The Detroit Pistons had 7th pick during last night’s 2020-21 NBA Draft and launched ‘D-UP’, a bold new campaign that speaks to the resilience, relentlessness and rising power of the Pistons and where the team is headed in 2021.
Imagined by Toronto creative agency, Community, the new ‘D-UP’ campaign embraces the hard working attitude of Detroit and the defensive-minded style of play the team is known for. The 60 second spot bridges these identities and sheds light on a city and team on the rise.
Aimed at encouraging fans to embrace where they’re from and to own their differences, it celebrates the city of Detroit’s hustle and ignites a fuel that’s already there.
“We see the world and the game differently,” says a voiceover from iconic Detroiter Jalen Rose, as Detroit’s soul gets revealed in art, music, architecture, automotive and basketball. The spot cuts to scenes of paint flying and teens hoisting a basketball net on a rooftop parking lot. “I’m not saying we’re special but let’s just say Detroiters take a different path. Maybe we’re a little more, well, defensive-minded. Not just on the court, I’m talking this whole city.” In the spot, Detroit neighbourhoods are mixed with clips of local ballers and highlights of the Pistons in action.
“As a Canadian agency, we are beyond proud that we were chosen to work with this iconic NBA team,” says Community’s Founder and Chief Creative Officer, Art Mandalas. “This campaign is about the fans, the city and the thrill of potential. We want people to rally around the fact that the Pistons are stepping into their power for an exciting new chapter. And, we want the rest of the NBA to take notice.”
Community is a scrappy, independent agency that was built from the ground up. Mandalas points to a common thread between Community’s ethos and that of The Pistons. “We’ve had to fight for where we’re from. That’s not just a line in the spot, it speaks to who we are, and what we believe in. If we play our best, we can compete with anyone in the world, period.”
‘D-UP’ will extend into further campaign touchpoints and will be brought into activations throughout the season.
The full manifesto, narrated by Jalen Rose can be seen here.