As March Madness Revs Up, NBA Stars’ College Spirit Shines

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NBA The Dance Never Ends 2017

Not part of March Madness anymore? No problem—the NBA wants to show that its players are just as passionate about playing on the next big stage as they were in college.

The league, of course, is entering its own period of playoff fever even as the NCAA Men’s Basketball Tournament is starting again this week.

So in the second installment of its Road to the Playoffs-themed campaign, “The Dance Never Ends,” the league has released a flight of 15-second ads featuring some of their stars in mashups of their collegiate loyalties and their professional accomplishments.

The universal theme: how pro basketball players’ tough college spirit continues to drive them forward in the NBA.

So, for instance, Kemba Walker of the Charlotte Hornets is set up in a mini-highlight reel by images of huskies and blue face paint for his alma mater, the University of Connecticut Huskies.

Gordon Hayward of the Utah Jazz is featured in a montage of imagery that conjures up the Bulldogs of his school, Butler University. The 15-second ads highlight their former colleges’ signature mascot, colors, and fan celebrations.

Chris Paul and Jimmy Butler are featured in their own spots too, which run on NCAA.com, Bleacher Report, CBS Sports, March Madness Live and on all NBA digital assets.

The idea is to illustrate “the pride that ties these players back to their respective alma maters,” the NBA said.

Illustrating the pride that ties these players back to their respective alma maters, “The Dance Never Ends” conveys that NBA players possess the same passion and intensity for competition that they showed in college.

Fans can catch these ads (produced with Translation) on NCAA.com, Bleacher Report, CBS Sports, March Madness Live and on all NBA digital assets.

Check them out below:

Kemba Walker

Jimmy Butler

Chris Paul

Gordon Hayward

And below, check out the original flight of “The Dance Never Ends” spots:

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