‘What time is it?’ asks new musical NBA promo campaign for ABC

ESPN has released a new promo campaign for its “NBA Saturday Primetime” coverage on ABC featuring an original song from James Monroe Iglehart and Utkarsh Ambudkar, members of hip-hop improv group Freestyle Love Supreme. Iglehart has also appeared on Broadway, recently in “Hamilton.”

The series will include multiple spots celebrating the “biggest storylines and stars on the court” throughout the season with basketball hitting ABC on January 20th.

ESPN Sports Marketing, ESPN CreativeWorks and Other Films collaborated on the campaign.

Farewell, college football Saturdays. ?

See you soon, NBA Saturday Primetime. ? pic.twitter.com/vGpvrGuN3a

— NBA on ESPN (@ESPNNBA) January 4, 2018

Creative Credits

Music Composition: Metaphor the Great
Music Producer: Jonathan Jackson
Performance and Copy Writing: James Monroe Iglehart & Utkarsh Ambudkar

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Director: Steve Lawrence
Director of Photography: Scott Duncan

Production Company: Other Films

ESPN Sports Marketing: Seth Ader, Michael Kopech, Patrick Butkus, Christina Amorose, Danielle Mills, Hannah Beir
ESPN CreativeWorks: Ryan Campbell and Geoff Bird