October 05, 2006 @ 3:00 pm

TNT Tabs Jay-Z for New NBA Promo Spots

Mariel Concepcion

The new promos will help mark the return of NBA to Turner Network Television (TNT)for the 23rd consecutive year, as well as the return of Jay-Z, who announced his retirement from music in 2003. The spots are a part of TNT’s 'Let the Truth Be Told' marketing campaign which features various celebrities and athletes revealing “truths” as they perceive it. The campaign was previously directed by Spike Lee and featured notable athletes such as Cleveland Cavaliers forward LeBron James and Miami Heat guard Dwyane Wade, as well as comedian Sacha Baron Cohen in his Ali G persona. “The new approach to our NBA on TNT promo series featuring Jay Z is dramatic, smart and provocative,” said Craig Barry, Turner Sports VP/Creative Director, via a press release. “Using Jay-Z’s own words and powerhouse persona, we wanted to showcase his sophisticated style to parallel the tenets of sports and music.” The series includes approx. eight different 30-second spots that show Jay-Z sharing his ‘truths’ during a ride through the streets of Manhattan in the back of a chauffer-driven car. In the first promo, which begins running nationwide today (Oct. 5), “The Truth About Stardom,” Jay-Z discusses how stardom makes you a marked man because everyone wants to steal the spotlight. The cityscape of New York provides the backdrop for NBA footage playing on billboards overhead.

The additional “Let The Truth Be Told” campaign promos put athletes in the director’s chair, allowing each player to create the idea and truth-telling script for their spot. Those promos will be launched in early October and will feature NBA superstars to be announced at a later date. TNT will tip off its 2006-07 NBA coverage on Thurs., Oct. 19 at 10 p.m. ET with preseason coverage of the LA Clippers @ LA Lakers; the regular season begins on TNT with “NBA Opening Week…It’s Game Time!” on Tues., Oct. 31 at 7 p.m. ET with the Chicago Bulls @ Miami Heat, followed by Phoenix Suns @ LA Lakers.