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Clippers Launch "Be Relentless" 2014-15 Advertising Campaign

Rowan Kavner

LOS ANGELES – The Clippers won’t start their season tonight, but they’ll be visible during tonight’s season-opening games. 

This year’s new advertising campaign, “Be Relentless,” launched today with print advertisements and a 60-second television spot premiering once during each of tonight’s TNT doubleheader games.

“We are absolutely committed to developing the Clippers into not only one of the top teams on the court, but also one of the best organizations in professional sports,” said Clippers owner Steve Ballmer. “We are relentless in pursuit of our goals, and believe this campaign captures the essence of what it means to be a Clipper.”

The new campaign was created by new agency partner RPA, which is headquartered in Santa Monica. RPA and the Clippers worked with entertainment motion picture company Panay Films to create the 60-second television spot. In an unprecedented move, the commercial spot will also air nationally.  

Head coach Doc Rivers said he traded emails back and forth with Ballmer to help out where he could with the campaign and was pleased with the final product. He said he wanted the campaign to sound more like the Clippers and its new direction with Ballmer.

“He wants to do what’s right, and that’s all you ask from any owner,” Rivers said. “He’s good, and the players love the fact that we have an owner that really wants us to do well and is willing to put his wallet behind it. I don’t know if you can ask for anything more.”

Forward Blake Griffin said last night on “Late Night with Conan O’Brien” that the team isn’t going to hide its excitement and pride to be with an owner who’s as obviously passionate and energetic about the team as Ballmer. 

“The thing about it is it’s genuine,” Griffin said on the show. “It’s not like he’s just doing this for a show. It’s genuine. He loves basketball; he wants to win. I think he’s always wanted to own an NBA team. Now he has that opportunity, and that energy is contagious. We embrace that.”

Both the 60-second and 30-second versions will also air locally in the Los Angeles market in high profile primetime shows, live sports programming and Los Angeles and Orange County movie theaters. In addition to the television ads, emotional imagery capturing the “Be Relentless” campaign will be prominently displayed around town and along major freeways with cityscapes on buildings.

The Clippers open the season Thursday against the Thunder, during which another 60-second national television placement will air.

About RPA

RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to un-level the playing field for their clients. RPA has a proven track record of building brands while building businesses into positions of category leadership, and have been rewarded with many long-term client relationships because of it. RPA’s client list includes American Honda, ARCO, Los Angeles Clippers, Dropbox for Business, Farmers Insurance Group, Intuit Small Business, La-Z-Boy, Mandalay Bay Resort and Casino and pivot TV. For more information, visit https://www.rpa.com.

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