Minnesota Timberwolves power forward Kevin Love has debuted a new All-Star campaign video. Posted by Ben Golliver.
A few weeks back, we noted Memphis Grizzlies forward Rudy Gay's All-Star campaign video, a twist on the Dos Equis commercials starring the "Most Interesting Man In The World." At the time, we praised the ad's comedy and self-aware styling. On Thursday, NBA fans were treated to another All-Star campaign video done right. This time, Minnesota Timberwolves power forward Kevin Love riffs on melodramatic cologne commercials in a spot called "NUMB#RS by Kevin Love."
The minute-long spot is shot in black and white, with a piano background, and opens with Love walking past adoring fans wearing a suit, sunglasses and a scarf. Love then enters a club, where he sees a mascot wearing a suit and a dress hat, drinking with beautiful women. The mascot shows Love some love by raising his glass, and Love takes it in stride, with a slight smirk and look of confusion. The shot then cuts to a face-on look at Love, as his voice delivers his pitch in classically man-sultry voice. "Who has the numbers? You tell me."
A narrator's voice then intones: "Numbers. A fragrance by Kevin Love. Part of the 612 All Star Collection." The spot then pushes a link to 612allstar.com , a site that references Minneapolis's area code and further expounds on Love's All-Star credentials.
Have a look at the video.
Love's pitch obviously center around his stats, which are ridiculous. The 10-35 Timberwolves are terrible, so there wasn't much choice in the matter, but the handling of the numbers angle is quite deft. Love is currently averaging 21.6 points and a league-best 15.7 rebounds per game.
Like Gay's spot, Love's video is self-aware and tongue-in-cheek, a must for a self-promotional ad of this nature. Love comes off as funny and personable, even though he's bigging up his own stats on a terrible team, which would usually be looked upon with skepticism and possibly derision.