MANILA – As the Philippine national team tenaciously clings to its FIBA World Cup dream despite a series of losses early on in the competition, Nike Philippines has released ‘PlayPinoy,’ a new spot that shows the unlikely and enduring love affair between Filipinos and basketball.
The ad was shared online on August 30, and has since earned over 73,000 likes on the Nike Basketball Philippines Facebook page. The agency behind the campaign is believed to be BBH Singapore.
The 90-second spot turns the lyrics of Pinoy karaoke favorite, “My Way” into a dramatic monologue that plays against footage of Filipino ballers, some playing on world-class courts, some on sidestreets and backalleys, all displaying equal passion for shooting hoops.
It is supported by a strong online component that includes the hashtag #PlayPinoy, and a series of posters shared on the Nike Basketball Philippines social media pages.
The Nike Philippines website also includes a dedicated #PlayPinoy page that has a photo gallery of street ballers, a look into the Philippines’ National Team kit as well as the Hyperdunk shoe, and an ode to Philippine Basketball, which it describes as “a game that demands love because it defies limits”.
View the spot:
