Inside the NBA’s Star-Studded NBA Finals Campaign With Jimmy Kimmel, Queen Latifah and Ken Jeong
‘The Toast’ campaign also features Dwyane Wade, Magic Johnson and WNBA stars Angel Reese and and Kamilla Cardoso.
A hidden speakeasy, hosted by Miami Heat legend Dwyane Wade and Queen Latifah, with a guest list that includes Masked Singer and The Hangover star Ken Jeong, late night host Jimmy Kimmel, Lakers legend Magic Johnson and WNBA stars Angel Reese and Kamilla Cardoso?
No, it isn’t real life, but the NBA made it exist, at least for its just-released ad campaign called “The Toast” to tout the upcoming NBA Finals.
“We wanted to really ensure that we could generate some emotion for fans, and we wanted for it to feel like we had reverence and appreciation for the season that we had just witnessed, but also get that sort of tingly on your fingertips feeling of anticipation,” says Tammy Henault, the CMO of the NBA, in an interview. “We wanted to have this anticipatory feeling while also coming together as a big celebration and celebrating this big moment, and we know a lot about the audience that we’re able to drive and bring in for the finals. A lot of folks that are coming to share in a moment together, with community, and what better way to kind of pull together our sort of extended NBA fans and NBA family community to have one big party and celebrate the season and generate some excitement.”