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Craftsman's Pre-Roll Ad on YouTube Steals the NBA's Holiday Thunder


The NBA's new "BIG: Color" commercial is a pretty big hit. Created by Goodby, Silverstein & Partners, the spot shows Dwyane Wade, Carmelo Anthony, Dwight Howard, Russell Westbrook and Joe Johnson bouncing basketballs—at first seemingly at random, but soon the dribbling becomes rhythmic and melodic and begins to sound like the popular Christmas song "Carol of the Bells." The ad goes on to promote a special set of single-color Christmas Day uniforms, now available for purchase at the NBA Store. With almost 5.5 million views in five days, it's already the fifth-most-watched NBA video ever on YouTube. That's all good—except that a random YouTube pre-roll ad has been crashing the NBA's party. A 30-second spot for Craftsman tools (posted below) has been playing in front of the NBA ad on many of the YouTube views. And guess what? The Craftsman spot features drills, saws and other tools playing, yes, "Carol of the Bells." It's all but an identical idea. And viewers are noticing. "Did anyone get the same ad from craftsman but with drills?" asks one much-liked comment. Time for the NBA to swat this ad off its court. Credits below.

Client: NBA
Executive Vice President, Marketing: Jamie Gallo
Spot: "BIG Color"

Agency: Goodby Silverstein & Partners, San Francisco
Executive Creative Director: Jeff Goodby
Creative Directors: Nick Klinkert, Marty Senn                                                  
Art Director: Nick Luckett
Associate Creative Director, Copywriter: Pete Harvey
Director of Broadcast Production: Cindy Fluitt
Executive Producer: Tod Puckett
Producer: Stephanie DeNatale
Account Director: Jason Bedecarre
Account Manager: Janice McManemy
Assistant Account Manager: Heather Morba
Senior Business Affairs Manager: Julie Petruzzo
Business Affairs Coordinator: Anna Dionko

Production Company
Production Company: Park Pictures
Director: Michael FitzMaurice
Executive Producer: Mary Ann Marino
Producer: Ron Cosentino
Director of Photography: Michael FitzMaurice
Production Designer: Bruce Shibley                      

Editorial Company: eLevel Films
Editor: Erik Johnson
Assistant Editor: Quinn Moticka
Producer: Ana Orrach

Sound Design, Mix
Company: eLevel Films
Senior Audio Engineer: Dave Baker

Company: eLevel Films
Composer: Nic DeMatteo

VFX, Finish Graphics
Motion Graphics Company: eLevel Films
Creative Director: Brady Baltezore
Motion Graphics Artist: Chris Carmichael
Visual Effects Producer: Jamie McBriety
Visual Effects Supervisor: Patrick Murphy

Lead Flame, Color: Brendan Crockett
Additional 2-D : Stefan Gaillot, Richard Hirst, Steve Wolf, Jesse Monsour
Executive Producer: Megan Meloth


Client: Craftsman
Spot: "Symphony"

Agency: Young & Rubicam / Midwest
Chief Creative Officer: Bob Winter
Creative Director: Chris Vandette
Copywriter: Melis Koroglu
Art Director: Dane Canada
Director of Integrated Production: Brian Smego
Associate Producer: Christopher Wickman

Production Company: Tool of North America
Director: Jason Zada
Executive Producers: Brian Latt, Oliver Fuselier, Dustin Callif

Editorial: Beast Editorial
Editor: David Blackburn

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